Digital Strategy:
Elevating Inclusive Beauty for Eye Care
Industry: Eye Care, CPG
Channel: OLV, Display, SEM, App, Social Influencer
October 2022 - February 2023
The Challenge: Our challenge was to introduce a revolutionary eye drop product to the market, targeting Millennials and Gen Z Beauty Lovers and Makeup Enthusiasts aged 18-34. The primary goals were to build brand awareness, educate the audience about the product, and drive sales for the innovative eye drop.
Winning Approach: Crafting a strategy aligned with inclusive beauty, we seamlessly connected with the "Get Every Drop Out Of Life" campaign, aiming to engage and excite the target audience by emphasizing inclusivity in eye color, face sizes, and across various races and genders. Employing a multi-channel approach, our strategy encompassed Programmatic OLV and Display for upper-funnel impact, Paid Search to ensure brand visibility and drive users to the product detail page, ShopKick shopping rewards App for successful conversion of unaware users, and TikTok influencer partnerships to amplify reach and social engagement.
The Results
$266K
Earned Media Value
91%
Positive Sentiment
6K
ShopKick Units Moved
2MM
Social Engagements
+110%
SEM SOV
34MM
Impressions
+322%
Reach
8.5MM
Video Views
Key Insights: The paid media campaign successfully achieved its primary objectives, driving upper-funnel impact and encouraging trial for the innovative eye drop. Each channel contribution exceeded benchmarks, with programmatic as the strongest reach driver and paid search ensuring high visibility. ShopKick app users converted unaware users into customers, and influencer partnerships on TikTok amplified engagement and aligned with the brand's inclusive tone.