VISION DIRECT:

The integrated activity delivered over a hundred earned media placements over the course of nine months and an impressive amount of links in the UK as well as in international markets.

Ongoing PR and Media Relations served as an “Always-On” activity, allowing us to capitalise on the topical media agenda to promote expertise from the Vision Direct’s leadership team. In addition, we also promoted products to shopping editors, resulting in several “Best Buy” features that highlighted Vision Direct’s products and benefits across national newspapers and relevant magazines. 

Together with ongoing media relations we also developed data-led content marketing campaigns to drive those all important high-value relevant links. One of our campaigns, surveying coloured contact lens wearers about whether they tell the truth about the real colour of their eyes on a first date (ahead of Valentine’s Day – of course!), launched with a bang in Vogue UK and went on to generate other high-value placements in top UK press.

We also strategised the concept and development of a successful pan-European product design competition called Visionaries, encouraging entries from product design students across five countries to tackle day-to-day issues faced by contact lens wearers.