Blurry eyesight makes it hard to see the world around you. Seeing the good around you? Even harder. When LensCrafters engaged us to develop an integrated digital campaign elevating the category of daily disposable lenses among millennials, it became clear that this was about more than vision correction. We needed to connect with the spirit of our audience’s optimism. To take eyesight from something purely physical to a matter of perspective. That insight turned into a call for millennials to open their eyes, and their hearts, to See. Good. Daily. With powerful video, strong social strategy and digital display, and an engaging landing page, we encouraged our target to schedule a LensCrafters eye exam and share the good they see every day.
In late October 2016, LensCrafters kicked off an effort to create Good in six US cities for the See. Good. Daily. campaign promoting positivity and daily disposable contacts lenses. Truth Collective, with help from and The Hype Agency, sent street teams across NYC to create random acts of kindness so people can see that positivity and optimism exists when you look for it. Similar activations took place in Boston, Columbus, Houston, Chicago, and San Francisco.
On Sunday, October 16, 2016 our first SnapChat native engagement went live for one day. We developed the concept and partnered with Snapchat to execute this See. Good. Daily. lens for LensCrafters. The lens was a hit — it over delivered on the platform's benchmark for plays by 167%, views by more than 250%, and playtime exceeded norms by over 300%. Our millennial target certainly loves their snaps!
“Truth Collective is best-in-class in strategy, creative, and scrappiness—the top three qualities I look for in any partner.”
– Sarah Landsman, Senior Director, Eye Care Marketing and Brand Development, LensCrafters
Recognition for the LensCrafters See. Good. Daily. Campaign:2017 Best of Show - American Advertising Awards / Rochester Advertising Federation for Integrated Campaign2017 Best of Video & Broadcast - American Advertising Awards / Rochester Advertising Federation for the Anthem :60 Internet Commercial2017 Gold ADDY - American Advertising Awards / Rochester Advertising Federation for Internet Commercial2017 Gold ADDY - American Advertising Awards / Rochester Advertising Federation for Integrated Campaign2017 Silver ADDY - American Advertising Awards / Rochester Advertising Federation for Return On Investment (ROI)2017 Pinnacle Award - American Marketing Association / For-Profit Integrated Marketing Communications