Think About Your Eyes Back-to-School Campaign Yields 130 Million Impressions
Thursday, September 13 2018 | 10 h 57 min | News
Think About Your Eyes has announced the results of its back-to-school marketing campaign, which has yielded more than 130 million media impressions, or exposures to the TAYE messaging.
This summer, TAYE focused on encouraging parents to take advantage of free time during summer break and schedule an eye exam with an optometrist for their children. TAYE partnered with Laila Ali, pro-athlete and lifestyle expert, for a series of media interviews and social media posts. Through this partnership, Ali participated in 25 interviews with television and radio stations around the country to share her own vision story and the importance of an annual eye exam to children’s vision health and their success in school. She encouraged patients to visit the TAYE website to find an optometrist and learn more about vision health. Justin Bazan, OD, also participated in these interviews to provide professional input on common vision issues facing his pediatric patients.
The television and radio interviews resulted in 57 million impressions. Ali also participated in interviews for celebrity and lifestyle sites Inquisitr, Fox Business, Celebrity Café, SheKnows, Hello Giggles, APlus, and an Instagram story takeover for Refinery29, resulting in 70 million impressions. Each of the placements linked to the Think About Your Eyes website.
To increase awareness of the TAYE messaging online, TAYE partnered with online influencer network Collectively. Working with 20 parenting bloggers, TAYE coordinated 95 pieces of online content, including blog, Instagram, Facebook, and Twitter posts. Participating bloggers encouraged their readers to schedule an annual eye exam for their children during the summer, and shared their own experiences taking their kids to the optometrist to keep their vision healthy. Each post linked to the Think About Your Eyes website, where readers were encouraged to find an optometrist and learn more about vision health. This partnership resulted in more than 4 million impressions.
Think About Your Eyes TV, radio, and online ads are running through September, capitalizing on the back-to-school timeframe. Campaign ads and Facebook posts encourage patients to visit the Think About Your Eyes website to find an eye doctor. More than 2.1 million people have visited the website in 2018, an increase of more than 200% over this time last year.
