TikTok #LUMIFYEyeDance Challenge (Bausch + Lomb)
Bausch + Lomb’s LUMIFY already had the No. 1 dollar share among redness relievers and was the No. 1 eye doctor recommended brand, but the brand wanted to expand its audience reach—particularly to younger beauty enthusiasts. TikTok presented a unique opportunity, especially after the company realized the LUMIFY hashtag had organically amassed 17 million views in 2021.
As a result, the company launched the #LUMIFYEyeDance Challenge, which challenged consumers to post a video of themselves “dancing with their eyes” to the dance track from the first LUMIFY commercial. Participants who posted the video between July 25 and August 31, 2022 with the two official hashtags, #LUMIFYEyeDance and #WinIt, were automatically enrolled in a chance to win an A-List makeover with celebrity makeup artist and LUMIFY brand ambassador, Vincent Oquendo. The #LUMIFYEyeDance hashtag received approximately 56.6 million video views on TikTok—more than four times more views than the LUMIFY hashtag had organically amassed prior to the campaign.
