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Digital Pulp - Bausch & Lomb, "Goodbye Readers "

Digital Pulp
Bausch & Lomb,  “Goodbye Readers “
http://ionicmedia.com/omma-award/
Finalist Health & Pharmaceutical


Many women between the ages of 40 and 60 require reading glasses. This multilevel campaign addresses the hassles of glasses and offers an alternative: multi-focal contact lenses. Called  "Goodbye Readers, " the campaign placed banner ads on relevant Health & Living web sites (Oprah, DIY.com, Martha Stewart Living), as well as paid search and a Twitter  "ambassador " program under the name  "See a New You. " The campaign resulted in exceeding sales goals by 83 percent, 68,000 free trials from direct response, and a nearly 9% lift in brand favorability (as well as increased likelihood to follow-up with eye doctors or on the web).

 

Digital Pulp: Gene Lewis, Creative Director; Susan Reiter, Marketing Director; Tara Mattera, Account Executive; Katherine Saunders, Senior Graphic Designer. Ionic Media: Mark Evans, Managing Director; Dee Dee Wolverton, Senior Client Account Manager; Jiho Chung, Digital Planner; Shimal Dhanjee, PPC Manager; Allan Kingdom, SEO Manager. 

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