Challenge
In the extremely crowded eye drop category, Clear Eyes needed to find a unique way to stand out. While everyone else touted functional benefits, we developed an emotional approach to more deeply connect with our audience.
Solution
Every time you open your eyes, it’s your time to shine. This empowering insight led to the creation of the ‘My Shining Moments’ campaign. It came to life through a multichannel approach, including broadcast and radio featuring recording artist and actress Vanessa Williams, social media postings and a complete overhaul of the website. The campaign culminated in an interactive art installation at Miami’s Art Basel featuring the work of famed eye-photographer Bridges Aderhold. Rebranding across all media channels Every time you open your eyes, it’s your time to shine. This empowering insight led to the creation of the ‘My Shining Moments’ campaign. It came to life through a multichannel approach, including broadcast and radio featuring recording artist and actress Vanessa Williams, social media postings and a complete overhaul of the website. The campaign culminated in an interactive art installation at Miami’s Art Basel featuring the work of famed eye-photographer Bridges Aderhold.
Results
Sales increase by as much as 30% Competitive Lead Leveraging our insight and emotional approach raised Clear Eyes above its competitors, garnering national news stories, thousands of visitors, and millions of impressions. Not only did the brand see sales rise across the country—as much as 30% in key markets—but it also gave Clear Eyes a clear and differentiating positioning.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.