United States

2019

LUMIFY(r) Redness Reliever Drops

Entrant Company

Helen & Gertrude

Category

Strategic Program

Client's Name

Bausch + Lomb

Sub-Category

Social Media Campaign

LUMIFY? is the first and only OTC eye drop developed with low-dose brimonidine tartrate for the treatment of ocular redness due to minor eye irritations. For both consumers and eye care professionals, our objective was to launch a brand new product to the highly regulated OTC market by utilizing key social platforms to maximize reach for the most efficient cost (CPM), as well as to disrupt the currently stagnant eye redness reliever market.<br><br>With such a large consumer audience, (women aged 18-54), our strategy was to create awareness by reaching the greatest amount of qualified users and educate them on LUMIFY. Our particular media spend served messaging that drove awareness of the eye drop through education, emotion, and strong calls to action. We also adjusted our targeting and creative based on interest groups, segments, fan lookalikes, keywords, and shopping preferences. Then we used placement optimization on the platforms to reach as many women as possible wherever they were within social apps.<br><br>Creatively, we took the overarching campaign and developed a unique tone and voice for social media that created awareness around this new product. As an added element, we had to speak to beauty mavens within the legal constraints of the eyecare health market, as well as work within the Facebook and Instagram policies on showcasing before and after results. We wanted LUMIFY to be present in situations that fit within the beauty lifestyle (i.e., purse, gym bag, suitcase, bathroom vanity). <br><br>Among the results, a big win was that the Red Eye Category saw growth at an accelerated rate of +39.8%. LUMIFY grew to 27.5% at the end of January, 2019 from initial launch to take the #1 spot in the category!


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