danielle brockman
Encouraging patients to play with color
Research showed that COLORS contact lenses faced an additional barrier to successful market penetration: while the target audience enjoys having fun with their style, they still worry that adding color contact lenses to their look will be perceived as fake or deceptive. And even though the addition of DAILIES COLORS daily disposable contact lenses to the COLORS portfolio gave patients more lens options than ever before, consumers remained hesitant to try them, and, in turn, eye care professionals remained hesitant to sell them.
By positioning these lenses as just another fun way to add to your look—and as an easy, add-on sale for eye doctors—daily wearers had the encouragement they needed to play with their eye color every day.
Print • Digital • Email • Social • Video • Website • Sales collateral
Ads asking patients to play with color were placed in magazines like Cosmo and Glamour.
SOCIAL MEDIA CAMPAIGN
An “Eye Style” social media campaign focusing on ways to refresh your look with color lenses was launched on the social channels the target market already use for style inspiration. The campaign featured relatable, everyday monthly themes, makeup and lens looks created by world-renowned makeup artist Patrick Ta, close-up product shots and additional beauty tips and campaign imagery—reminding the audience that playing with their eye color is just like playing with their makeup and inspiring them to create their own individual look and feel confident in playing with color all year long.
Additionally, ads targeting eye care professionals and optometry offices were placed in magazines like the Optometry Times and Ophthalmology Times.
