EYEMIRU Q1 2024
Tet Holiday Project
DESCRIPTION
As every year, Eyemiru launched a Lunar New Year campaign focused on building brand love, engaging users during the holiday break, and subtly reminding them about the importance of eye care. The campaign combined interactive activities with festive storytelling to keep Eyemiru top of mind throughout the season.
ROLE
Ideation
Designing
Key Visual Illustrator
AR Filter Development
CREDITS
Khanh Truc, Art director
Huong Phan, Senior design
Tho Pham, Content lead
My Quynh, Content
Eye Exercise Video: A Healthy Eye Care 'Ritual'
Just like workout routines help you get in shape before Tết, Eyemiru introduces eye exercises to keep your "windows to the soul" fresh and healthy for the new year! We featured the Eyemiru mascot dressed in a traditional áo dài, incorporating Tết-themed activities & games to create simple, engaging movements for users to follow—turning them into a fun eye workout.
AR Filter: The "EYE CARE RITUAL" to welcome a brilliant year
Every New Year, Vietnamese people set goals to improve themselves, including their health. To encourage better eye care habits at the start of the year, Eyemiru is launching a fun contest "Choose Your Eye Care Ritual" for a brilliant year ahead.
We're introducing an AR filter that randomly selects eye-care ritual for users. The filter detects faces, displays pre-set randomized text, making eye care both engaging & interactive.
Series Of Creative Videos: A 'ritual' praying for bright eyes and a brilliant year ahead
Beyond the big contest, Eyemiru reinforces eye care reminders with a fun 15s video featuring three ritual dancesinspired by Tết prayers for love, wealth, and health.
With vibrant colors, upbeat music, and a playful vibe, the video delivers a gentle yet memorable eye care reminder for the festive season. It will be launched on TikTok to encourage users to join the trend and spread the message.
Lessons Learned
Honestly, I’m still surprised this campaign made it to the finish line. With almost no media budget, we had to rethink everything and push organic engagement to the max. Here’s how we tackled it:
AR filters = MVP – With no paid media, interactive content became our best bet for engagement.
Production on a tightrope – Worked closely with the production house to stay on track without losing the creative spark.
Making the most of what we had – No media push? No problem. We crafted content designed to thrive on social.
Creativity thrives under pressure – When things don’t go as planned, you find another way (and maybe cry a little).
Moral of the story: Sometimes, a campaign survives on sheer willpower—and a whole lot of improvising.
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