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Challenge - Find a new way of talking about contact lenses to Eye Care Practitioners.

When CooperVision asked us to create a new platform for their Biofinity brand, we wanted a more emotive approach and an idea that would enable a dramatically different look and feel - creating a step change from the claims based propositions and lifestyle imagery typically used by contact lens brands.

Solution
Biofinity fits 99.6% of all prescriptions which means it improves more people’s vision than any other contact lens.

This universal reach enabled us to develop a purpose led marketing strategy, partnering with Optometry Giving Sight who provide sustainable eyecare solutions for under-served communities all over the world.

The B2B campaign included assets with powerful imagery and content that was radically different for the sector right across EMEA.

Results
Market Share rose to 50.5%
In Germany, Austria and Switzerland the campaign expanded market share from 49% to 50.5%

US$4 Million in revenue
This increase in market share resulted in US$ 4 million additional revenue (EuromContact Q3/2022 Total FRP).

13.5% increase in sales
Sales grew by 13.5 % compared to the previous year (final CPR). Results are still coming in for the rest of EMEA.