Use of social media to #BeIconic
While people are aware of the Transitions brand, the challenge for the new graphite green lens colour was to make it appeal to a much younger audience than the brand traditionally targeted.
In order to reach the style-conscious 29-35 year olds, Facebook, Twitter and Pinterest were chosen as the primary social media channels for the #BeIconic campaign.
A competition partnership with stylish, award-winning Cotswold hotel of the moment, Dormy House Hotel and Spa and popular fashion website What I Wore Today reached more than 51,500 people. We challenged members of the WIWT community to make green an iconic part of their outfits over a two week period for the chance to win a stay at Dormy House. The social media support from both WIWT and Dormy House helped drive traffic to the Essilor Facebook and Twitter pages and increase our own following.
A further competition with Female First reached more than 2.8 million people with further social media support and the #FreebieFriday mechanic on Twitter was a simple, yet effective way of increasing brand awareness and fan base for the brand.
Visual content was created along the #BeIconic theme utilising #ThrowbackThursday as part of a ‘Guess the Icon’ quiz. Reactive content was also created around big events like Wimbledon and the World Cup to boost engagement.
Blogger outreach formed part of the strategy, with young, fashionable bloggers offered a pair of graphite green lenses in frames of their choice to review.
Optician engagement took the form of a window display competition, with the winning window using the #BeIconic branding – a lovely example of an online idea being used in an offline way.
By the end of the four month campaign Facebook likes had increased by 158% and Twitter followers by 51%, over 221,000 people had been reached through content engagement across the three Essilor channels and insights showed the target demographic of 29-35 had been achieved for the Transitions brand.