ABOUT THE BRAND
Acuvue is a global leader in contact lenses, trusted by both optical practitioners and vision correction users. In India, the contact lens category is competitive, with users often switching brands based on price, comfort, or optician recommendation.
Acuvue needed a long-duration loyalty mechanism that would encourage consistent usage and create a stronger bond between the user and the brand.
CAMPAIGN OVERVIEW
To motivate ongoing usage and encourage repeat lens purchases, Acuvue introduced a 3-Month Movie Card Reward Program.
Each qualifying contact lens purchase unlocked:
A 3-month CineRewardz Movie Card → 1 couple movie ticket every month.
The reward extended engagement beyond the initial purchase, creating multiple positive touchpoints over 90 days.
THE CHALLENGE
The contact lens category faces several behavioural and market challenges:
- Users tend to try new brands recommended by opticians
- Purchase frequency is inconsistent
- Many users switch back to spectacles due to lack of habit
- E-com and local optical stores offer competing price-driven deals
- Brands must stay compliant—no direct medical claims, no heavy monetary promotions
Acuvue needed a reward structure that:
- Encouraged habit formation
- Reinforced continued use of Acuvue lenses
- Enhanced brand perception without price-based discounting
- Delivered extended value over multiple months
- Worked smoothly across optical stores and optometry clinics
A long-duration, lifestyle-based incentive was the ideal fit.
REWARDPORT SOLUTION
RewardPort created a 3-Month Couple Movie Card through its CineRewardz platform.
Key Features of the Solution
- 3-month validity to drive continuous engagement
- 1 couple movie voucher per month (total 3 redemptions)
- Digital delivery via SMS/email for easy access
- Compliance-safe, non-medical, lifestyle-driven reward
- Backend fulfilment & monthly redemption tracking
- Works seamlessly across optical retail counters
The structure kept users connected to the brand for an extended period.
WAY OF EXECUTION
RewardPort ensured a smooth, compliant roll-out across optical stores:
- Users received a unique CineRewardz Movie Card code with their lens purchase
- Monthly reminders reinforced recurring engagement
- Redemption was fully digital through Paytm/CineRewardz integrations
- Optical store staff were briefed to communicate the long-term value
- RewardPort managed all fulfilment, support, and monthly validation
- Each month’s movie outing acted as a subtle reminder of the Acuvue brand
This approach increased product stickiness and habitual lens usage.
RESULTS & IMPACT
The program generated strong results across eye care retail:
- Boost in new user acquisition among lifestyle-conscious lens buyers
- Higher retention as the 3-month cycle prompted repeat interaction
- Increased follow-up lens purchases due to ongoing engagement
- Enhanced brand perception through an aspirational, youth-aligned reward
- Improved optician-level advocacy as user satisfaction increased
The long-duration reward kept Acuvue top-of-mind far beyond the initial purchase.