The Challenge
The ask was to imbue “Licensed Opticians” with a halo of trust and make them a respected brand, nationwide. We had to create mass awareness and genuine interest on a limited budget, so we chose to utilize fun, voluntary engagements that both educate people, and remind them that glasses aren’t just fashion- they are precise vision health devices.
The Strategy
We developed a five-week campaign titled “Love Your Eyes,” that featured interactive multimedia trivia. It encouraged the public to participate by answering daily educational questions related to vision care, eye health and of course Licensed Opticians; along with some amazing prizes. The fun format stimulated daily visits and repeat engagement, and other assets featured in the campaign included an animated video on the history of eye care and shout-outs to local Licensed Opticians- with their names and businesses featured.
The Results
Our strategy asked the public to opt-in and check back daily, and they did. In fact, nearly 90,000 questions were answered over just 5 weeks. Plus every question was designed to educate and build awareness around the value of Licensed Opticians. This eye opening campaign also received the coveted Platinum Award at the International MarCom Awards Competition.
Deliverables
- Marketing Plan
- Media Planning & Buying
- CRM
- Consumer Research
- Customer Experience Journey
- Social Media & Influencer Strategy
- Influencer Outreach
- Brand Positioning
- Brand Identity
- Print & Digital Collateral
- Brand Experience
- Public Relations
- Content Strategy
- Content Creation
- Concept Development
- Website Design & Build
- Video Animation & Live Action
- Community Management
Opticians Council of Canada
Resources
- How To Build A Tribe of Brand Followers
- Customer Analysis
- Higher Education Marketing Strategies & Tips
