CAMPAIGN LAUNCH Joe Jonas, Demi Lovato, Dwight Howard and Shay Mitchell launch the 2013 Acuvue 1-Day Starts Today Campaign with a call for entries online and on TV with several videos and spots.
7 MENTORSHIP EPISODES Watch our celebrity mentors help seven lucky teens get one step closer to their 1-Day dream. “Acuvue® 1-Day Starts Today” Series are 7 Episodes - Docu-reality format style - featuring all the 1-Day contest winners and our celebrity mentors; Demi Lovato, Joe Jonas, Dwight Howard, Shay Mitchell, Zendaya, Bridget Mendler and Chord Overstreet.

TV SPOT - Your One Day Could Start Today

LAUNCH - YouTube

WATCH THE CASE STUDY ACUVUE 1-DAY STARTS TODAY Integrated Campaign Social, Digital, Branded Content and Brand Activation
SOCIAL MEDIA

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WHAT WILL YOU DO ONE DAY?
 
Thousands of teens responded right away, to tell us about their dreams uploading a video to YouTube for a chance to win a one day mentorship with their favorite celebrities. The 7 episode docureality series “1-Day Starts Today” featured seven celebrity mentors helping seven winning teens get one step closer to their one day dream. Teens discovered 1-Day Acuvue Brand Contact Lenses helps them feel and perform their best with the confidence needed to achieve any dream.
INTEGRATED CAMPAIGN Digital, Mobile and Social - Brand Activation Branded Content & Entertainment 1-Day ACUVUE Contact Lenses - Johnson & Johnson
 
#ACUVUE1DAY
YOUTUBE CHANNEL All news and media efforts where directed to Acuvue’s official YouTube Channel. Youtube.com/Acuvue included a 1-Day Contest page where teens could upload their 1-Day dream videos, watch other teens entries, Acuvue mentors inspiring videos and all the news about the program leading up to the highly-anticipated “1-Day Starts Today” Episodes.
MOBILE -YOUTUBE Acuvue 1-Day Contest Landing Page • Video Entries
BRANDED CONTENT BRANDED ENTERTAINMENT 30MM+ views of branded content driving contact lens new wearer share gains. Significantly higher numbers of combined views than previous programs across all social media channels including Acuvue, Clevver TV and Celebrity Mentors YouTube Channels. “Acuvue 1-Day Starts Today” Campaign results exceeded all expectations while inspiring millions of teens around the globe.
MEET THE MENTORS Meet Joe Jonas, Demi Lovato, Dwight Howard and Shay Mitchell. The program received such response that additional celebrity mentors were added: Zendaya, Bridgit Mendler and Chord Overstreet.

BRANDED CONTENT - YouTube

CONTENT CHANNELS 2MM Subscribers • In partnership with Clevver TV a series of Branded Content videos were created to cover the news of every milestone of the campaign program; Acuvue’s Photoshoot, Contest deadlines, Mentor announcements and Mentee winners, “1-Day Starts Today” Episodes releases, Acuvue’s Teen Choice Awards coverage and more.
ACUVUE.com WEBSITE
JOE JONAS & UCHE EPISODE “One day starts today” for Uche and his 1-Day dream of becoming a famous singer/songwriter. Acuvue celebrity mentor Joe Jonas has a big surprise in store for this lucky teen.
DEMI LOVATO & JESSIE EPISODE “One day starts today” for Jessie and her 1-Day dream of becoming a musician. Acuvue celebrity mentor Demi Lovato helps Jessie get one step closer to her one day dream.

DIGITAL ▶

◀ DirtyWater

damaso.crespo@mac.com

PROMO TRAILERS Different promo trailers and content on TV, YouTube and Social media drove our teen audience to Acuvue’s YouTube Channel.
ZENDAYA & KRISTINA EPISODE “One day starts today” for Kristina and her dream of becoming a profesional dancer. Acuvue celebrity mentor Zendaya has a big surprise in store for this lucky teen.
DWIGHT HOWARD & ANTHONY EPISODE “One day starts today” for Anthony and his dream of becoming a pro-basketball player. Acuvue celebrity mentor Dwight Howard and NBA player helps Anthony get one step closer to his one day dream.
SUPPORTING CONTENT A series of videos that complete the 1-DAY STARTS TODAY campaign, including mentors and mentees’ stories of their transition from glasses to contact lenses.

Dwight Howard on the importance of Court Vision

Past mentees talk about their Acuvue 1-DAY life changing experiences.

UCHE's "Shoo Fly" Official Music Video filmed during Joe Jonas & Uche’s mentorship.

http://www.damasocrespo.com/portfolio/Acuvue1Day.html#joe&uche
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#demi&jessie
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Dwight&Anthony
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Zendaya&Kristina
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Campaign_Launch
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Meet_The_Mentors
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Meet_Past_Mentees
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Uche_Music_Video
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Acuvue_Photoshoot
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#Dwight
CHANGING TEENS LIVES Watch how Acuvue® 1-Day has changed the lives of these teens by helping them feel and perform their best to achieve their dreams.
AWARDS
SHAY MITCHELL & OLIVIA EPISODE “One day starts today” for Olivia and his 1-Day dream of becoming a fashion model. Acuvue celebrity mentor Shay Mitchell helps Olivia get one step closer to her one day dream.
http://www.damasocrespo.com/portfolio/Acuvue1Day.html#shay&olivia

Shay Mitchell visits the Eye Doctor and gets 1-DAY ACUVUE® MOIST contact lenses.

http://www.damasocrespo.com/portfolio/Acuvue1Day.html#ShayStory

One dream: More about Shay's story