Content is the key. You need to create interesting content to be relevant to the audience - Prasun Dubey - Aqualens - Lenskart
By Rachit Juneja
Jan. 18, 2023
Aqualens was founded with the goal of providing the most recent and high-quality contact lenses at an affordable price. With over 1 million satisfied customers, the company is a division of Lenskart and one of the fastest-growing brands in India and Singapore. To improve people's daily lives and provide a better eye care experience, we offer clear lenses, coloured lenses, toric lenses, and other lens care products. With Aqualens, you can now say Yes to clear vision and comfort all day long!
Slip-on Slip off...Repeat!
1. Aqualens Introduction and Background
Lenskart launched Aqualens after 18 months of market testing through Lenskart, Amazon, Flipkart, and 1000+ retail stores. Aqualens intends to expand its market share. Aqualens manufactures daily disposable contact lenses, monthly disposable contact lenses, coloured contact lenses, and Contact Lens Solutions. All products are of high quality and have been approved by the US FDA/CE.
2. Who is your target audience?
The adapted look and feel are more youthful, vibrant, and energetic, in an attempt to appeal to the millennial and GenZ target audiences.
3. Any campaign other than your own that you think impacted you as a customer?
Sugar Cosmetics, with over 2.5 million followers, has done an excellent job with its content by educating people through social media posts. The majority of their content focuses on educating people on how to properly apply makeup, how to use products, and so on.
4. The voice of the content that you plan to put out in the future
The most important factor is content. The approach that Aqualens takes is to create interesting content that is relevant to the audience. We're spending a lot of money on influencer marketing, as well as creating in-house content and having an Aqua tribe where anyone on social media can be a content creator as long as it keeps the audience's attention. Tone will always be engaging, upbeat, and inspiring.
5. Any particular marketing activity that delivered way more than you expected?
The recent campaign in which Kiara Advani was announced as the new brand ambassador. We used influencers in the campaign because we already had a celebrity presence, and all of these influencers reposting the content served as a PR medium for the campaign. We received a significant boost from a combination of celebrity appeal and influencer-generated content.
https://aqualens.in/blogs/news/new-face-of-aqualens-colored-contact-lenses-kiara-advani
6. How did you go about shortlisting a face for a brand?
It is completely dependent on the type of brand you are. Aqualens is a brand that aims to appeal to a younger target group. Kiara was an obvious choice, but there are many factors to consider when selecting a celebrity face, including a budget.
7. Learnings from your past experience that is helping you with the current roles?
Valuable lessons have been patience and advance planning. In terms of marketing, I've learned that it can't be done on the spur of the moment; it takes time and planning ahead of time. Because micro-influencers create incredible content, we try to give opportunities to Cat B and C influencers as well.
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