DAILIES® AquaComfort® Plus contact lenses new wearer campaign
As a senior copywriter for the Alcon team at Norton Agency, I worked in tandem with an art director to create a fun, vibrant campaign for DAILIES® AquaComfort Plus contact lenses that would attract new, Gen Z contact lens wearers.
How it came together
The DAILIES® AquaComfort® Plus contact lenses new wearer campaign was created to appeal to a new generation of contact lens wearer – Generation Z. Our aim with this campaign was to make the copy and the imagery contemporary, fun, fresh, and most importantly, appealing to teenagers.
I started the copy by researching Gen Z, using scholarly articles and scouring social media sites to understand
our target audience. By digging into the language that was commonly used by Gen Z, I was able to start crafting our campaign copy to mimic popular language, making it approachable and appealing to the target audience.
I then worked with our art director researching popular imagery and iconography, and she created a full set of emojis and custom illustrations to use throughout the campaign.
Our final campaign assets included a magazine advertisement, trifold pamphlets, videos, website banners, and Snapchat filters that were fun, vibrant, and helped Gen Z teenagers who were new to contact lens wearers feel confident and happy about their move to lenses.
