Winner
Keep A Look Out For Your Eyes
Summary of work
Despite conditions such as Dry Eye Disease (DED) being on the rise, research shows that the British public neglect their eye health and avoid regular eye tests with 36% saying that they haven’t been for an eye test in the recommended two-year period. Determined to take action, Théa UK briefed M+F to develop a campaign, which drove public awareness of eye conditions, DED and blepharitis and signpost Théa products as a solution or facilitator of good eye-care.
As such, M+F developed ’Keep A Look Out For Your Eyes’, a multichannel campaign supported by celebrity ambassador, Nadia Sawalha and underpinned by new data on the nation’s eye health habits. The campaign sought to engage with the public during National Eye Health Week through traditional, social and digital media, and specifically appeal to the target audience of women over 40.
The campaign delivered >51.6m reach across 180 outlets, significantly increased Théa’s Instagram following and successfully reached a wide audience. Moreover, Théa’s online shop visits were boosted by 106% and product sales increased by a whopping 41%.
Judges’ comments
M+F and Théa UK had put together a simple, well-written, extremely strong entry. The KPIs were impressive and they showed great flexibility around a difficult topic. The strategy was super clear, with a great use of influencer. It was well-articulated, with a clever use of budget.
