awareness campaign
the truth:
CooperVision is a global leader in contact lenses and an advocate for eye health education, but their previous outreach initiatives have catered more towards English-speaking audiences despite their largest market share being in Quebec.
the idea:
Drive awareness of the rising concern of childhood myopia in a way that would resonate with the unique and discerning French-speaking market.
the approach:
tag wanted to meaningfully connect with the Quebec public by positioning CooperVision as the lead voice of intelligence in the conversation about myopia in children. Understanding the all-important and nuanced Quebec market helped us uncover key demographics and decision-making influences to define our target audience. We implemented a comprehensive communications and outreach plan, centred around a well-known and loved Quebecois personality, Mitsou Gélinas, who has star power, credibility and the relatability to reach (and educate) the desired parent audience about myopia.
A multi-channel media campaign supported by content creation, authentic videos, articles on magazine platforms, and Facebook Live sessions with an expert optometrist drew maximum engagement, resulting in impressive media attention.
the results:
– The campaign garnered over 8.5 million impressions, most of which came from earned media within top Canadian publications
– Mitsou content on Facebook generated an overall engagement rate that was 96x higher than the health industry platform benchmark, while Instagram content produced an overall engagement rate 5x higher than the industry benchmark
– With relevant targeting, the campaign saw ~600k completed YouTube video views, exceeding the VTR (view through rate) by 37%
