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Project Overview
As part of the 2021 national marketing calendar, Eyecare Plus sought a campaign to engage with their customers in a fresh new way and were considering running a competition. They wanted to build engagement with and reward existing customers, as well as drive awareness & consideration with new and prospective customers. Plus, have a little fun. We developed the campaign strategy and brought it to life through design and copy, across social media, supported with a competition microsite, magazine covers & advertorials, in-store marketing and merchandise. Eyecare Plus is a group of independently owned and clinically driven optometry practices across Australia, with a network of around 150 members. Participating Eyecare Plus practices were provided with end-to-end campaign assets to encourage participation in this eye-catching, evocative campaign piece.
Team
Kylie Gould, Creative Director Dan Clark, Design Director Sofia Merkoureas, Design Manager Tracy Jack, Senior Designer Louise Thomas, Strategy and copywriting Catarina Campos, Animation Design
Project Brief
Creatik were tasked with devising the campaign strategy, creating the campaign assets and providing on-going advice to the Eyecare Plus national marketing team. We proposed to run an Instagram photo contest to invite patients to enter by sharing pictures showing their experience at Eyecare Plus. One lucky winner would receive $20,000 to spend on an Australian holiday of their choosing, with a second prize of a $5,000 travel voucher and 15 weekly winners receiving a pair of designer sunnies. Our approach was led by compelling Instagram usage stats. At the time of our research, there were approximately 9.5 million Australians or 37.2% of the population on the platform. Each with an average of 200 friends/followers per account. Armed with the facts, we prepared a campaign proposal for the Eyecare Plus Board and posed the question: What if we run a campaign that customers could share on their Instagram account and get Eyecare Plus in front of our followers’ friends? The campaign was green-lighted in January 2021 and set to run for 12 weeks from 01 June – 13 September 2021.
Project Need
Within the optical care category, Eyecare Plus has an established reputation for award winning eyecare and clinical excellence. Whilst the business has a well-versed annual marketing plan, it sensed a degree of communication fatigue amongst their social media followers and were seeking fresh content and new ways to engage people. A mobile-first, Instagram photo contest was chosen as an effective way to reach new prospects and encourage user generated content. The aim being to build a positive perception about Eyecare Plus, encourage engagement, and grow their audience by getting others to share their Eyecare Plus experiences across their social network.
User Experience
There was a strong mobile-first focus to the campaign, primarily due to the nature of the channel but partly due to on-going COVID restrictions. We developed a series of progressive messages for Instagram, using both posts and story formats, to promote the competition including weekly winner announcements and reminders to enter. Prior to launch: • Eyecare Plus members were invited to participate in the promotion which was incentivized with a weekly prize for the practice associated with the weekly, plus a further prize if the major winner came from their practice. All training and promotional assets were provided. During the campaign: • Customers and patients are invited to enter the competition by posting a photo of themselves with their recent Eyecare Plus purchase to their Instagram account using campaign hashtags and by tagging a friend. • National head office promotes the competition via the national Instagram account to encourage people to enter the competition. • Participating members promote the competition directly to their social media followers and through their practices. • Weekly winner announcement, shared across Eyecare Plus socials outlining the weekly prize, with prompts for people to enter for their chance to win the grand prize. The campaign is still live at the time of submission. Interim results show that entries are increasing despite the limitations of national lockdown which has seen retail foot traffic all but cease.
Project Marketing
The campaign was marketed direct to patients via social media and by mobilising the member practice network to drive customer participation. The campaign was distributed across: 1. Organic content for Instagram and Facebook via Eyecare Plus national account and participating member socials: • Competition announcement post & stories • Weekly winner post & story • First and second prize winner announcement posts & stories 2. In-store marketing materials: • Posters for window display • Hashtag prop, stickers and photo frames • Flyer with entry details and terms & conditions 3. A competition microsite providing full prize details, terms & conditions 4. Member incentives and prizes for the practice associated with each weekly winner and the major prize winners. 5. Inhouse magazine covers and advertorials.
Project Privacy
Eyecare Plus take their customers right to privacy very seriously. Full terms and conditions are available on the competition microsite https://www.eyecareplus.com.au/seeaus. The Promoter collects personal information (“PI“) in order to conduct the promotion and may, for this purpose, disclose such PI to third parties, including but not limited to agents, contractors, service providers and prize suppliers. Participants must have their Facebook and/or Instagram account set to public in order to be eligible to enter. This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook OR Instagram.
Digital Campaign
Digital Campaigns may run across social, web, gaming and other digital platforms – they interact with their audience through games, competitions, trials and deeper engagement moments.
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