See. Good. Daily. anthem video still frame for LensCrafters

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.

Anthem videoOur anthem video promoted via our website, paid social media, and cinema advertising.

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.

Sarah Landsman, Senior Director
Eye Care Marketing and Brand Development, LensCrafters

LensCrafters launched an effort to create some of its own good in six US cities, promoting positivity alongside daily disposables.

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.

Street team activationWe created Random Acts of Goodness in real life across the country in 7 markets.

BuzzFeed and Great Big Story sponsored content for LensCrafters' See. Good. Daily. campaign

Buzzfeed + Great Big StoryWe sponsored content on Buzzfeed and Great Big Story that reinforced our refreshing perspective positioning.

See. Good. Daily. streaming music ads for LensCrafters

Spotify + PandoraWe sponsored commercial-free listening time for our streaming music-loving Millennial audience on Spotify and Pandora

See. Good. Daily. social posts for LensCrafters

Social media#SeeGoodDaily content populated the brand's Facebook feeds with fresh messaging weekly and kicked off LensCrafters' first Instagram presence.

Prev: Social mediaFacebook + Instagram

Street team activationStreet team activation
Buzzfeed + Great Big StorySponsored content
Spotify + PandoraStreaming music
Social mediaFacebook + Instagram

Next: Buzzfeed + Great Big StorySponsored content

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%

33 million uses of the See. Good. Daily. lens on one Sunday beat all our expectations

Purchase intent lift:

22%

Total microsite visits:

197k

Even more results:

Street teams bought 477 coffees, held 29 umbrellas, handed out 2,160 sunflowers, paid for 21 loads of laundry, posted 2,160 notes of affirmation, mailed back one lost-and-found wallet, and inspired 2.24m social media impressions.