Essilor launches its fall marketing campaign

Essilor announced plans to launch a national digital media campaign and a hyperlocal social media campaign in October around its Eyezen single vision lenses.

The campaign will seek to encourage conversations about Essilor’s Eyezen lens brand while directing patients to their local participating eyewear practice.

Alan Pitcher, Chief Commercial Officer of Essilor Ltd, said the fall marketing campaign aims to “raise awareness of single vision lenses and drive footfall for our Essilor experts”.

The campaign will direct people to Essilor’s optician search engine on its consumer website.

Patients between the ages of 25-40 living within 7-15km of participating practices will receive an Eyezen ad in their Facebook feed, where they can book an appointment with their local practice.

Pitcher continued, “We have a new promotion to encourage optical staff to talk to patients about the benefits of the lens to help them find the best solution.”

A new promo card has been created to reward independent eye care professionals when distributing Eyezen Start lenses. Opticians will receive a code for each pair of Eyezen Start lenses purchased between September 19 and November 13.

“Support will also be provided to ECPs to recap the benefits of Eyezen and the tools and training available to them,” Pitcher said.

Workouts will also be offered branded showcase graphics to coincide with the campaign. Participating practices will also receive an Eyezen point-of-sale pack, as well as a new practice training guide with updated brochures and nursery factsheets.

The new media campaign will start on October 3 and run for five weeks, while the social media campaign will run from October 10 for four weeks.