Vision Direct #trycontacts
Following on from the success of the previous series of ‘How to’ videos Hub worked with Vision Direct to create seven short form comedy pieces of content – shareable on Twitter and Facebook – that parodied the perils of wearing glasses rather than contact lenses.
Hub changed tack for the brand with a series of 5 social video campaigns focused solely on generating brand awareness across multiple social channels. The content was part of a national campaign entitled #TryContacts and designed to poke fun at the awkwardness of wearing glasses and thereby the advantages of trying contact lenses.
Each film in the series focused on an all too familiar source of annoyance – whether that be your glasses fogging up as you reach into the oven, trying to take selfies without glare or an embarrassing moment on a date.
The campaign boosted the profile of Vision Direct, gaining strong media coverage in publications such as Media Week, Campaign Live and Market Watch. It also led to some strong engagement on Twitter with celebrity followers and influencers. The social conversation led to additional content being created based on customer revelations of real problems associated with wearing glasses. The content received a Facebook relevance score of 8 out of 10 with CPV of 0.04 pence against an industry standard 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.”