ServicesOnline AdvertisingWeb Design & Development
Consumers accept a challenge of comfort.
While Bausch + Lomb's Biotrue contact lenses were performing well, the product "newness" was beginning to wear off. We knew that many contact lens wearers had yet to try Biotrue, and that once they did, they’d love it. Getting them to try it was the true challenge.
Our campaign’s instructions were simple and elemental: Try It. Love It. Share It. With these three simple steps, we challenged consumers to try Biotrue in what is typically a low involvement category. The challenge made it easy to try – both a money-back guarantee and a chance to win in a sweepstakes headlined the offering. To bring the challenge full-circle, we incentivized consumers to come back and "Share It" and tell their Facebook friends, Twitter followers, and email contacts about the Biotrue Challenge, and consumers participated in record numbers.
The Biotrue Challenge was housed at BiotrueChallenge.com, and was part of a multi-agency, multi-channel effort that included traditional print ads, social, email, in-store and PR.
They loved it! The campaign far exceeded our engagement metric goals, with more than 275,000 consumers taking the challenge. And more than 25,000 consumers came back to "Share It" and tell their friends about Biotrue!