Insight
Transitions lenses enhance vision and the brand is dedicated to promoting healthy sight worldwide. Healthy sight is not just correction; it is the enhancement of how you see today and the protection and preservation of long-term ocular health and wellness.
Transitions is dedicated to the advancement of healthy sight by educating consumers on the need and importance of eye-care. Keeping both branding and customer education in mind, digital was the most effective medium that could be used in order to make a lasting impact.
With effective targeting it could speak to thousands of relevant users, educating them on the benefits of eye care and informing them of how they can use Transitions in order to protect their eyes from the rising UV index.
The tagline of Transitions as a brand is life more vivid, and this is done by focusing on the minor details. The same approach was taken with its search campaign as well. By focusing on the brand as a whole and the consumer’s view of the product. iProspect was sure it could come up with an effective strategy to give the brand a new dimension in the digital space.
That being said, the keyword pool for eye care is limited and it had to come up with a way to overcome the cut-throat competition and appeal to the users in a relatable manner.
Strategy
Taking the product into consideration, the agency concluded that its target audience would be concerned about UV index and temperature changes, and how they can protect themselves from the same. Thus, the team went back to the drawing board and analysed the data. Search trends reflects 50-60% quarterly growth for keywords related to UV Index and Temperature updates in Singapore and Australia.
It could capitalise on this trend and present itself to the user in an unconventional manner. However, in order for the campaign to be effective iProspect had to come up with a well-rounded digital strategy that would capture the attention of the users and compel them to learn more about Transitions and its offerings.
iProspect thought of creating ads that update the UV Index and temperature, in real time. The ads would inform users of the current UV Index and temperature, based on their location, and would go on to suggest the use of Transitions lenses to protect their eyes from damage. This would help the brand connect closely with its target audience thus increasing the probability of them clicking on the ad.
These dynamic ads also had a number of sitelinks through which users could understand the Transitions experience, read user testimonials and locate the nearest stores. On clicking on any of these links, users were redirected to a microsite where they could get more information.
The idea behind this strategy was to effectively target the relevant users with an innovative ad that would compel them to click. Once users click on the same they were educated about the importance of eye care and the benefits of Transitions lenses. This would give them a well-rounded understanding of the brand and help reach the campaign objectives.
Execution
Although the idea was top notch, this was something that had never been done before. Thus, the agency had to figure out a way through which it could execute it seamlessly and therein boost the results of the campaign. With this in mind, it turned to iSync, iProspect’s proprietary tool that manages ad creative and bidding logic, based on the change in temperature and UV Index.
This tool was programmed to pull the real-time temperature and UV data feeds from World Weather Online. This data was then synced into ad copies, dynamically. That is, the headline of the ad would dynamically change to reflect the current temperature and UV status, based on the user’s location. The ad would then go on to inform the users that UV rays not only affect their skin but also their eyes. It would tell them how they can protect their eyes by using Transitions lenses.
Since these dynamic weather based ads featured UV index, they were shown only during the day time, they would be activated between 10am and 5pm only, as this is when the UV rays are most prominent. Post 5pm or when the UV index falls, the standard text ads would automatically be activated.
To ensure maximum visibility, the agency dynamically increased its bids by 50% between 10am and 5pm. This was done on core keywords as well as keywords related to UV index. Thus, it was more likely to engage users and create brand awareness for Transitions lenses.
Results
With the Transitions Lenses campaign, the objective was to build brand awareness and familiarity by effectively engaging with the target audience. Through out-of-the-box thinking iProspect was able to exceed all expectations and achieve the following results:
• 285% increase in Sessions from core keywords. This went on to improve the CTR (Click through Rates) by 11%.
• A 257% increase in Engagement Rate in Demo views
• Time Spent on site increased by 3X.
• 155% increase in Visits from UV and temperature related keywords.