When LensCrafters engaged us to develop an integrated digital campaign elevating the category of daily disposable contact lenses among millennials, it became clear that this was about much more than vision correction. We needed to connect with the spirit of our audience’s optimism, and 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 used emotion to turn the expected marketing model for the category on its head, encouraging our target audience not only to schedule a LensCrafters eye exam, but also to share the good they see every day.
“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
As part of the See. Good. Daily. campaign, LensCrafters launched an effort to create some of their own good in six US cities, promoting positivity alongside daily disposables. We brought into our Collective the power of The Hype Agency, who sent street teams across NYC to create random acts of kindness so people can see that optimism does exist when you look for it. Similar activations took place in Boston, Columbus, Houston, Chicago, and San Francisco.
We developed the concept and partnered directly with Snapchat to execute a one-day See. Good. Daily. lens—a first for LensCrafters. It was a hit, delighting our Snap-loving millennial users and overdelivering on the platform's benchmarks. Plays exceeded norms by 167%, views by more than 250%, and playtime by more than a remarkable 300%.
To increase awareness for the campaign and positive brand association for LensCrafters, we aligned with likeminded content through channels like Buzzfeed and Great Big Story. Our sponsored content also included audio advertising on audience-relevant stations from Pandora and Spotify—part of the added value media partner OMD brought to the table once we’d briefed them on the communications strategy for all paid, owned, and earned media.
16% annual sales lift for daily disposable contact lenses
214mm impressions with 7.6mm video completes, 14.6mm engagements
14.3% brand awareness lift via Great Big Story; 22.3% purchase intent lift
197,166 microsite visits
LensCrafters’ first-ever Snapchat national lens exceeded one-day platform benchmarks for plays (167%), views (250+%), and playtime (300+%). Even Paris Hilton played—twice!
Street teams bought 477 coffees, held 29 umbrellas, handed out 2160 sunflowers, paid for 21 loads of laundry, posted 2160 notes of affirmation, mailed back one lost-and-found wallet, and inspired 2.24mm social media impressions
Recognition for the LensCrafters See. Good. Daily. Campaign:
2017 Best of Show - American Advertising Awards / Rochester Advertising Federation for Integrated Campaign
2017 Best of Video & Broadcast - American Advertising Awards / Rochester Advertising Federation for the Anthem :60 Internet Commercial
2017 Gold ADDY - American Advertising Awards / Rochester Advertising Federation for Internet Commercial
2017 Gold ADDY - American Advertising Awards / Rochester Advertising Federation for Integrated Campaign
2017 Silver ADDY - American Advertising Awards / Rochester Advertising Federation for Return On Investment (See the 2017 Gold Winner for ROI that we lost out to—our own Integrated Campaign for OneSight World Sight Day)
2017 Pinnacle Award - American Marketing Association / For-Profit Integrated Marketing Communications