1-800 Contacts business is based on direct to consumer sales, offering an easier way to purchase contact lenses vs. purchase through an optometrist. Advertising for the brand consistently serves a dual purpose of building proposition understanding and interest, along with driving immediate purchase via the 1-800 number and website, prominently displayed as a direct call-to-action. All performance metrics for the efforts are based on immediate call volume, site visits and conversion to purchase.

Our business is driven by people choosing 1-800 Contacts as the more convenient option in their moment of need. So our marketing approach must capture attention as the best refill option prior to wearers running out. To do this, we lean into the audience insight that when you do run out of contacts it turns from a little thing to avoid into a big thing that can ruin your day. In order to capture attention in this low interest category we present our promise, Never Run Out Of Contacts, in surprising, humorous and intuitively relevant ways.

The spot ran via efficient cable buy and digital video, as part of a campaign delivering different offers and benefits within the mix. The spot performed well throughout the campaign and so no adjustments were made to campaign execution.

With the Never Run Out of Contacts campaign efforts we saw lift across both consumer behavior and perceptions.

• Unaided awareness as the brand for refilling contact lenses up 10%

• 84% view through rate

• New site visitors from paid and natural search up 24%

• New orders up 9% YOY

And most importantly: incremental site traffic (tracked to campaign) conversion to purchase reached 26%, significantly beating benchmarks and ensuring a continued focus on this approach moving forward.