Essilor is a global leader in ophthalmic lenses, dedicated to improving lives through better sight. The company designs, manufactures, and distributes a wide range of lenses to correct and protect eyesight. Essilor is known for its innovative products, including Varilux, Crizal, and Eyezen lenses. In January 2017, Essilor announced a merger with Luxottica, a leading Italian eyewear company. This strategic move involved Essilor acquiring Luxottica, combining their strengths in ophthalmic lenses and eyewear to create a global powerhouse in the optical industry.

Challenge

We were assigned to launch a paid social campaign to raise awareness about Essilor’s Crizal Drive driving lenses. The campaign aimed to drive web traffic and encourage users to utilise the optician finder on the website. Targeting UK consumers aged over 40, we developed various audience segments to maximise our reach.

Solution

We developed new video content and designs for carousel and single image ads, allocating our budget across Conversion, Engagement, Traffic, and Awareness campaigns. We started with three prospecting audiences targeting UK men and women over 40, including glasses-wearers, drivers, and an affluent & innovative group. Additionally, we introduced a broader 40+ audience and a lookalike audience based on Crizal Drive web traffic. We also created a remarketing audience for individuals who had previously engaged with the Facebook page.

Results

We successfully reached over 3.2 million users, generating approximately 300,000 clicks, 164,000 link clicks, and over 100,000 landing page views. Our ads resulted in 2,120 reactions, 663 comments, 654 saves, and 348 post shares. Additionally, we achieved over 6,000 searches on the optician finder. We exceeded our initial expectations for link clicks, maintaining strong performance throughout for a highly successful campaign.

www.essilor.com