Mind Your Sight
Services
Digital Marketing Strategy
Paid Advertising
Social Media Management
Lead Generation
Landing Page Creation
Creative Direction
Client
Center for Eye Research Australia
Year
2023
The Brief
The Centre for Eye Research Australia (CERA) engaged with us to help them raise national awareness and educate the public on Myopia and surrounding issues on the importance of regular eye exams, general misconceptions about myopia, and compliance with refractive correction – and to do so in a way that was relatable and engaging to target audiences.
This campaign was carried out in partnership with the United Nations agency World Health Organisation (WHO). We worked with both organisations to ensure the creative strategy was aligned with these well-known brands.
The Challenge
The Centre for Eye Research Australia is an independent Medical Research Institute, affiliated with the University of Melbourne. While it is an established brand in the industry, it’s digital presence wasn’t geared to engage with this campaign’s target audience groups. Their existing database couldn’t be utilised either so we needed to develop a strategy to build a new and engaged audience for this campaign.
While simply reaching as many Australians as the budget allowed seemed to be the initial challenge, there was the underlying challenge of influencing peoples’ perceptions of eye health and booking regular eye tests for young children and adults.
Our Solution
Paid Advertising increased brand visibility and targeted outreach to our ideal audience. This helped us reach a broad range of people who might not have otherwise encountered information about myopia. Through paid advertising, we gained valuable leads from interested individuals seeking information on myopia. By strategically placing calls to action within the ads, we connected with those who wanted to learn more.
We also developed an informative landing page to educate visitors on myopia and its implications. These landing pages provided in-depth information about myopia, explained the importance of eye exams and corrective lenses, and addressed common misconceptions across different ages. Execution for these landing pages included UX/UI strategy and considerations.
To enable CERA to find out if this campaign positively impacted the target audience post-campaign, we implemented lead generation paid ad campaigns and built a lead generation form and email sequence to collect first-party data and feedback.
Finally, we created engaging social media content to raise awareness and drive traffic to our landing pages. We crafted shareable and informative content that resonated with the target audience and encouraged them to learn more about myopia.
The Results
With a diverse and creative range of advertisements, from landing pages to still images and graphics, Content Smith seamlessly brought the public health message of Myopia to Australians.
Key wins:
We reached close to 700,000 unique individuals across Australia and had eyeballs on it over 1.92 million times.
Generated over 15,500 website visits who learnt more about myopia
Raised 202 email subscribers