VisionDirect.co.uk is Europe’s largest online contact lenses supplier, offering a range of eye products and eye care services. Their research had found that there was a sense of anxiety of target consumers surrounding tasks such as the correct way to put in contact lenses or use eye drops, especially when undertaking them for the first time.
They came to Hub as they wanted to generate awareness of their brand and utilise helpful ‘how to’ videos to reach potential customers who had concerns about putting contact lenses in, promoting the Vision Direct brand as a trusted partner.
We devised a strategy that positioned Vision Direct as a trusted advisor, that would support lens-wearers during these key moments and help take the anxiety out of the process. It was important that the ‘How to’ videos represented their target audience and created a connection with viewers. Our set design was simplified to an almost clinical level – reflective of the pharmaceutical industry – to keep the viewer focused on instructional content. Casting was critical to ensure the videos represented inclusivity, allowing the viewer to put themselves in the actor’s shoes and encouraging views.
In the first month of hosting the video series on their YouTube channel, Vision Direct achieved 100,000 views and reached page one of YouTube for ‘How to put in contact lenses’. CPV (Cost Per View) was extremely strong, at 0.5p per view and CPM (Cost per thousand impressions) was £1.98 against an industry average of £4.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”