Problem
- Share growth goals required bold approaches to specialty lens product marketing. Essilor of America was launching new specialty lenses that were highly relevant products given the emerging demands on our eyes. They knew that their sales team would perform at their best with fresh new messaging and air cover from professional marketing.
Solution
- Breakthrough creative showed eye care professionals new ways to grow. We positioned XPerio UV™, Smart Blue Filter™, Varilux™ and Crizal Prevencia™ as leading-edge solutions for today’s patients with fresh, high-impact creative that also showed eye doctors how their practices could grow as they served their patients with these game-changing products. Efforts included point-of-sale materials, interactive patient surveys, patient posters, educational flip charts, and trade journal advertising.
Impact
- Double-digit growth over a 12-month period for Xperio UV™ sales
- Increased ECP demand to participate in the prescription sunglasses market
- Re-energized salesforce effectiveness behind stronger, bolder brand propositions