Hong Kong – Bausch + Lomb has partnered with Metta/We Are Social Hong Kong to launch a new social-first campaign for its ULTRA ONE DAY contact lenses, flipping the script on traditional celebrity marketing.
Building on the success of their previous collaboration with singer and actress Marf Yau, the new “2.0” campaign moves beyond the traditional ambassador model, putting her creativity and influence at the heart of its development.
Reflecting this approach, the social-first campaign focuses on content designed to meet users where they are—on their phones, seamlessly integrated into their social feeds. It also marks the first phase of the “2.0” rollout, with more social-native content and community-driven initiatives set to follow.
Kathy Wong, general manager of Metta/We Are Social HK, said, “Today’s audiences expect more than polished visuals—they respond to authenticity, spontaneity, and shared creativity. This campaign exemplifies a true co-creation between Bausch + Lomb and Marf, where she has flexibility in the creative control—from choreographing dynamic dance sequences to actively inputting in the video’s execution.”
Wong noted that the collaborative approach goes beyond the traditional endorsement model, enabling the campaign to more effectively communicate the benefits of ULTRA ONE DAY contact lenses. Rather than focusing solely on dryness, the messaging highlights all-day comfort that complements Marf Yau’s energetic lifestyle and connects more authentically with her fanbase.
By involving Yau directly in the creative process, the campaign moves from simply featuring her to co-creating content that feels more personal, relatable, and engaging.
“While the vertical video format has become commonplace, our focus goes beyond mere adoption. We are meticulously crafting content that truly reflects today’s viewing habits and understands the nuances of each platform’s algorithms. For us, success isn’t just about fitting in; it’s about creating impactful content that feels inherently native to the environment and captures attention authentically,” Wong shared.
“Social platforms aren’t just media channels—they’re dynamic spaces full of creative potential. When brands and creators co-own the storytelling, that’s where real impact happens,” she added.
