We did something that has never been done before -- creating a beauty campaign for the eye care category. The Science of Beautiful Eyes was designed to help women seeking beautiful eyes see that beauty is more than just lids and lashes – it’s total eye health. We developed an innovative, omni-channel approach, that began online, flowed into social media, and culminated in-store, demonstrating the relationship between eye health and beauty, and highlighting that, “all the beauty products in the world can’t help eyes that are red from uncomfortable contact lenses, allergies, or dryness”. The products featured in The Science of Beautiful Eyes can help her eyes look clear and comfortable. We enlisted the help of beauty influencers, Rachel Talbott and Keisha Murdock and we established Alcon Eye Care as an essential part of any beauty routine.

Our vloggers, Rachel Talbott and Keisha Murdock created custom videos for The Science of Beautiful Eyes. Each of our vloggers posted three videos to her YouTube channel featuring Alcon Eye Care products in her beauty routines, and beauty favorites. We reinforced the message with print ads in popular women’s magazines. We brought the idea to life on Alcon’s theeyesolution.com, offering pro-tips and tricks for healthy, beautiful eyes, as well as a downloadable lookbook. In social, our vloggers reached their fans and followers via Facebook, Twitter and Instagram. Instore, arresting displays, inspired by the beauty category, stopped beauty shoppers in their tracks and helped fill beauty baskets with eye-health products like never before. In Rite Aid, one of Alcon’s key accounts, Vlogger Keisha Murdock made special appearances designed to link the importance of comfortable, healthy eyes to the beauty regimen.

Alcon’s KPIs:

• +5% Sales increase vs YAGO

• +10 % Display increase vs YAGO

• Establish of a sustainable promotional platform for Drug & Food customers

Alcon over delivered:

• Incremental Sales +342%

• Drug Channel sales increased +3.4% at CVS, and +6.7% at Walgreens vs YAGO

• Food Channels sales increased +28.4% vs YAGO

• Social vlogger video posts = 2.5 million views, highly efficient cost-per-engagement of $0.02

• Rachel Talbott’s twitter fan base, generated 25X the normal organic impressions

• Digital media = CTR of 0.19% - 2X higher vs YAGO

• vlogger videos increased avg. page view time from 1:33 , to 3:15, a +162% increase