Essilor to launch autumn marketing campaign

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

The campaign will seek to encourage conversations about Essilor’s Eyezen brand of lenses while directing patients to their local, participating optical practice.

Alan Pitcher, commercial director for Essilor Ltd, said the autumn marketing drive aims to “create awareness of the single vision lenses and generate footfall for our Essilor Experts.”

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

Patients aged between 25 and 40 living within a seven to 15km radius of participating practices will receive an Eyezen advert in their Facebook feed, where they will be able to make an appointment with their local practice.

Pitcher continued: “We have a new promotion to incentivise 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 they dispense Eyezen Start lenses. Optical staff will receive a code for every pair of Eyezen Start lenses purchased between 19 September and 13 November.

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

Practices will also be offered branded window graphics to coincide with the campaign. Participating practices will also receive an Eyezen point of sale pack, as well as a new in-practice training guide with updated brochures and crib sheets.

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