Bausch + Lomb and its digital agency Digital Pulp and creative shop Sweet Sadie are introducing “Biotruths,” a new content series for its Biotrue multipurpose contact lens solution.
The series illustrates examples of contact lens discomfort to convey the idea that Biotrue delivers a new standard in comfort. For instance, “Biotruth Number Four” recognizes that most contact lenses can't keep up with people when they're on their third hour of Candy Crush game play.
“Biotruth Number 19” points out the challenges with contact lenses when someone is binge watching TV shows.
The videos will appear on pre-roll on Hulu and social channels including YouTube, Facebook and Instagram. A second installment in the digital video content series will debut in August.
The campaign is being supported by digital display, mobile display, paid search and paid search video, paid and organic social, printed FSIs, eCRM.
Biotrue also worked with Digital Pulp to redesign a mobile-first website to refresh its digital assets and provide continuity to brand message.
The contact company has worked with Digital Pulp since 2005, and Sweet Sadie since 2014.
Bausch + Lomb is owned by Valeant Pharmaceuticals, which spent $435 million on advertising in 2014.