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BACKGROUND

B&L is an eye health care company whose core businesses includes contact lenses and lens care products, ophthalmic surgical and pharmaceutical products.

CHALLENGE

Sales of contact lenses correcting presbyopia were hindered by low awareness of any solutions other than reading glasses. The key was to shift behavior by discussing the hassles of reading glasses and educate consumers on how the lenses work and the benefits of multifocal contact lenses. Women represented a majority of patients so efforts were geared towards women 40-60.

SOLUTION

We sought engagement opportunities that allowed for an extended message opportunity.

We negotiated cross-platform content integrations on The Martha Stewart Show and The Doctors. A client spokesperson was featured discussing eye care, contact lenses as an alternative to reading glasses, and demonstrating how the lenses work.

Additionally, we used TiVo’s advanced capabilities to allow viewers to interact with an on-screen message to learn more about presbyopia and the multifocal lense product, by viewing a client-made video with an option to download a free trail certificate to track and optimize toward a more effective performance.

RESULTS

Website traffic and free trial coupon downloads spiked on days the segments aired: traffic increased 63% vs. daily average and free trail downloads increased 119% following The Martha Stewart Show airings. The Doctors segment performed was even stronger, increasing site traffic and downloads driving the highest daily performance of the year.

TiVo subscribers were intrigued, actively engaging in the campaign and responding to the video content and requesting the free trial offer downloads. The response rate significantly beat the TiVo consumer products CPL benchmarks and had the lowest of all lead gen programs.