View captionAnthem 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%

We redesigned LensCrafters' daily disposal contact lens page to be benefit-driven.View caption

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.

View captionStreet 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. campaignView captionBuzzfeed + Great Big StoryWe sponsored content on Buzzfeed and Great Big Story that reinforced our refreshing perspective positioning.
See. Good. Daily. streaming music ads for LensCraftersView captionSpotify + PandoraWe sponsored commercial-free listening time for our streaming music-loving Millennial audience on Spotify and Pandora
See. Good. Daily. social posts for LensCraftersView captionSocial media#SeeGoodDaily content populated the brand's Facebook feeds with fresh messaging weekly and kicked off LensCrafters' first Instagram presence.
  • 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%

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

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.

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

Ready to make bold moves? So are we.

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