We brought into our Collective the power of The Hype Agency, which sent street teams across NYC to create random acts of kindness so people can see that optimism does exist when you look for it.
LensCrafters See. Good. Daily.
LensCrafters. Daily disposable contact lenses. Millennials. This combination for an integrated campaign made it clear that this needed to be about much more than vision correction. We needed to take eyesight from something purely physical to a matter of perspective—an optimistic perspective. This became a call for millennials to open their eyes—and their hearts—to See. Good. Daily. Emotion turned the expected marketing model for the category on its head, encouraging our audience to schedule a LensCrafters eye exam, and share the good they see every day.
Turning patients into people drove an enormous sales lift.
Changing market models
Emotion turned the expected marketing model for the category on its head, encouraging our audience to schedule a LensCrafters eye exam, and share the good they see every day.
Annual sales impact:
16%
Truth Collective is best-in-class in strategy, creative, and scrappiness—the top 3 qualities I look for in any partner.
LensCrafters launched an effort to create some of its own good in six US cities, promoting positivity alongside daily disposables.
- Street team activationStreet team activation
- Buzzfeed + Great Big StorySponsored content
- Spotify + PandoraStreaming music
- Social mediaFacebook + Instagram
Exceeding benchmarks
LensCrafters’ first-ever Snapchat national lens exceeded one-day platform benchmarks for plays (167%), views (250+%), and playtime (300+%). Even Paris Hilton played—twice!
Brand awareness lift:
14%
Purchase intent lift:
22%
Total microsite visits:
197k
Recognition
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
2017 Pinnacle Award
American Advertising Awards
For-Profit Integrated Marketing Communications