IAA Partners: MUSE Awards ...
`
`Vega Digital Awards (https://vegaawards.com/)
`
`NYX Awards ...
`
`TITAN Awards ...
`
`New York Awards ,..
`
`LIT Awards ,..
`
`More Awards ,..
`
`LUMIFY(r) Redness Reliever Drops
`
`Helen & Gertrude
`
`Strategic Program - Social Media Campaign
`
`Bausch + Lomb
`
`United States
`
`Share:
`
`LUMIFY? is the first and only OTC eye drop developed with low-dose brimonidine
`for the treatment of ocular redness due to minor eye irritations. For both consum
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 1 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`Vega Digital Awards (https://vegaawards.com/)
`
`NYX Awards ...
`
`TITAN Awards ...
`
`New York Awards ,..
`
`LIT Awards ,..
`
`More Awards ,..
`
`LUMIFY(r) Redness Reliever Drops
`
`Helen & Gertrude
`
`Strategic Program - Social Media Campaign
`
`Bausch + Lomb
`
`United States
`
`Share:
`
`LUMIFY? is the first and only OTC eye drop developed with low-dose brimonidine
`for the treatment of ocular redness due to minor eye irritations. For both consum
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 1 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`eye care professionals, our objective was to launch a brand new product to the highly
`regulated OTC market by utilizing key social platforms to maximize reach for the most
`efficient cost (CPM}, as well as to disrupt the currently stagnant eye redness reliever
`market.<br><br>With such a large consumer audience, (women aged 18-54), our strategy
`was to create awareness by reaching the greatest amount of qualified users and educate
`them on LUMIFY. Our particular media spend served messaging that drove awareness of
`the eye drop through education, emotion, and strong calls to action. We also adjusted
`our targeting and creative based on interest groups, segments, fan lookalikes, keywords,
`and shopping preferences. Then we used placement optimization on the platforms to
`reach as many women as possible wherever they were within social apps.<br>
`<br>Creatively, we took the overarching campaign and developed a unique tone and
`voice for social media that created awareness around this new product. As an added
`element, we had to speak to beauty mavens within the legal constraints of the eyecare
`health market, as well as work within the Facebook and lnstagram policies on
`showcasing before and after results. We wanted LUMIFY to be present in situations that
`fit within the beauty lifestyle (i.e., purse, gym bag, suitcase, bathroom vanity).
`<br><br>Among the results, a big win was that the Red Eye Category saw growth at an
`accelerated rate of +39.8%. LUMIFY grew to 27.5% at the end of January, 2019 from initial
`launch to take the #1 spot in the category!
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 2 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 3 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(https://museaward.com/upload/entry/winimg/xm3fn5r6.png)
`
`SE AS DIRECTED
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 4 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`works in
`ONE MINUTE
`
`(https://museaward.com/upload/entry/winimg/87m46s30.png)
`
`USE AS DIRECTED
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 5 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(https://m useaward .com/upload/entry/wi ni mg/7k8fs3qs. png)
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 6 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 7 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`LUMTFY™
`
`REDNESS RELIEVER EYE DROPS
`
`(https://museaward.com/upload/entry/winimg/v08rjmgx.png)
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 8 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`look whiter
`and brighter!"
`
`-Vincent Oquendo, Celebrity Makeup Artist
`
`(https://museaward.com/upload/entry/winimg/3ftcuack.jpg)
`
`Jill Duff & Deb Bawe
`
`Becca Bellush & John Allen
`
`Margo Tsallagova
`
`Kirsten VandenBout
`
`Haley Giangreco
`
`Shaemus Spencer
`
`Erica Hickey
`
`Jake Diluca
`
`More Silver Winners
`
`< Back to Winner Gallery (winner.php)
`
`2019
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 9 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(winner-info.php?id=2537)
`
`Anheuser-Busch
`Montejo POP Display (winner-info.php?id=2537)
`
`The Creative Bar
`
`Advertising - Point of Purchase
`
`United States
`
`2019
`
`https://museaward.com/winner-info.php?id=2187
`
`~~ /thec,'trne~iyebar)
`
`Slayback Exhibit 1077, Page 10 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(winner-info.php?id=2457)
`
`Roswell Park Comprehensive Cancer CEnter
`ESR: Song of the Open Road (winner-info.php?id=2457)
`
`Roswell Park Comprehensive Cancer Center
`
`Video - Social Video (NEW)
`
`United States
`
`2019
`
`~~ /com~mllwet(park)
`
`/roswell-
`park-
`comprehensive-
`,..,,.n,...,.r_
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 11 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(winner-info.php?id=2029)
`
`RedeSaude
`RedeSaude App (winner-info.php?id=2029)
`
`Creative Carbon Studio
`
`App - Medical
`
`Portugal
`
`2019
`
`•
`
`~~(7fV'i ~~·-, ~-/r a fa €11im\3efa)31:rrlammit)
`
`,
`
`'i
`
`, ..
`
`.. -
`
`. , .
`
`.,..
`
`~
`
`' .
`...
`
`..
`
`•
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 12 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`(winner-info.php?id=2579)
`
`NOWNESS
`Cold Single (winner-info.php?id=2579)
`
`Animel Studio
`
`Video - Experimental
`
`Taiwan
`
`://www.
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 13 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
`
`A T~ ORI ED
`AFFltlATE
`
`(https://clk.tradedoubler.com/click?p=264355&
`
`a=2970876&g=23440228)
`
`@ (https://youtube.com/c/Museawards) (D (https://facebook.com/museaward)
`
`@ (https://twitter.com/museaward) @ (https://instagram.com/museaward/)
`
`Copyright © 2022 MUSE Creative Awards.
`All rights reserved. Use of this website signifies your agreement to the Terms of Use, Privacy Policy (content.php?pg=privacy), and
`use of cookies.
`Sponsored by International Awards Associate Inc. (https://iaaawards.org)
`
`https://museaward.com/winner-info.php?id=2187
`
`Slayback Exhibit 1077, Page 14 of 14
`Slayback v. Eye Therapies - IPR2022-00142
`
`
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