ESSILOR ‘Ultimate Sharp Vision’ Media Campaign
A new national “drive to store” digital media campaign has been launched by Essilor Ltd to support independent ECPs participating in its Take Two multi-pair lens promotion.
The campaign, which is set to run over an eight-week period from 11th October, plans to drive consumers to the store locator on essilor.co.uk, allowing them to book an eye test at their local independent optician.
The ‘Ultimate Sharp Vision’ media campaign will be delivered across digital platforms including Facebook, Instagram and Display, promoting Varilux and Transitions.
Tim Precious, managing director at Essilor Ltd said: “Our drive to store campaign is expected to be viewed over 51 million times across the digital channels with messaging that will influence and incentivise consumers, encouraging them to think about their eyes, book an optical appointment and take up the multi-pair lens promotion with our independent business partners.
“We’re delighted to say that we have stormed past the one million page view mark on the UK consumer website. With visitors to the page up by 58 per cent compared to last year, it is evident that our digital drive to store activity is helping to connect with consumers.
“And with more traffic to the site, we are seeing more people than ever using the optician finder to locate their closest independent optician.
“As a result, over the last year we have managed 10,290 ECP appointments, website clicks, calls and direction clicks to find ECPs.
“We believe the new media campaign will continue to play a key role in driving footfall into independent opticians this Autumn and help to boost business for our independent business partners.”
Once a consumer clicks on a digital ad they will be directed to their local optician. Users can then use the live calendar to book or request an appointment from an ECP on the store locator.
New point of sale packs are available to maximise the Take Two promotion in practice.