CooperVision campaign aims to reach lapsed contact lens wearers
The new consumer-facing campaign will run throughout the winter and aims to remind lapsed wearers of the “freedom” contact lenses offer, and encourage them to seek out their local practice
The ‘@[email protected]’ campaign will run on Facebook, Instagram and through digital display advertising throughout the winter.
The campaign celebrates how contact lenses can support wearers in their everyday experiences, whether at home or in leisure time, including during activities or new modes of working discovered during lockdown.
Contact lens sales dipped in April by around 7% compared to last year, the manufacturer noted, mainly because consumers were spending more time at home.
Research commissioned by CooperVision showed that in the spring lockdown, 29% of contact lens wearers surveyed hadn’t worn their contact lenses as usual as they only needed them for socialising, while 28% shared that they only needed them for work or other activities.
However, the company shared that its research suggests contact lens wearers are ready to return to their pre-COVID wearing patterns.
“The @[email protected] digital campaign is designed to give those returning lapsed wearers a nudge into action, even whilst regional lockdowns may continue throughout the winter period,” the company suggested in a statement.
Lapsed wearers will be encouraged to contact their practice through CooperVision’s online store locator.
Commenting on the campaign, CooperVision’s country manager for UK and Ireland, Doug Bairner, said: “Contact lenses offer people the freedom to do so many things. We wanted the campaign to acknowledge this and showcase how this period of restriction is making us discover new ways of finding freedom in our everyday lives, like getting outside and exercising, playing more with our kids and taking up new hobbies.”
Mr Bairner suggested the campaign will support the contact lens category as a whole, helping to increase frequency of wear and drive sales.
“We believe that category initiatives like this will support optical retailers to keep pace with this period of change and provide a valuable boost to their contact lens business,” Mr Bairner added.
This follows the launch of CooperVision’s refreshed practitioner website in November, designed to help practitioners to “prescribe freedom” through contact lenses.
The updated website aims to act as an information hub, offering an improved user experience and highlighting key services, products and initiatives.