Strong ROI for eye health campaign
Persuading people to engage with ‘dull’ eye-health issues and their opticians takes real marketing muscle. We flexed ours by inspiring opticians to do entertaining high-street education. The results won 233 million readers and a 33% spike in social media fans.
Opticians struggle with bookings, the public neglect their eye-health, and UV damage to eyes will be a crisis in years to come if not tackled.
It’s our third year in a row working on the campaign and it’s grown from strength to strength over the years. This time our #ThinkAboutYourEyes strategy was to stage a whistle-stop tour of the nations’ city centres, with a pair of giant eye mascots, The Protectors and celebs.
The nation’s eye health habits were exposed via a survey, pitched to the media with face to face briefings and secured blanket coverage across titles like the Daily Mail, Mail on Sunday: You Magazine, Top Sante and Yours Magazine. A broadcast high point included a CBBC Newsround outside broadcast of our campaign at a Manchester school.
Extra buzz came through celebs pledging their support with Eddie the Eagle and Britain’s Got Talent contestant, Nathan Wyburn doing roadshow stints and getting full support of local opticians sending whole teams out to get behind the campaign. Regional highlights included ITV News online, BBC Radio Lancashire and Made in Bristol all wanting to interview our local opticians.
One optician reported having 700 website hits since appearing in local press aided by our social media programme of infographics #freebiefridays and tweets and videos from the Protectors on tour.