Women ages 40+ who are diagnosed with Dry Eye or self-treat with over-the-counter eye drops. Our ideal target is a heavy computer and mobile phone user and strives to be “all in” on her life’s passions.

Standard US pharmaceutical regulations for non-branded materials applied

Inspired by the biggest emotion of all – love — our campaign celebrated all the visual beauty our eyes let us enjoy, and reminded women that there’s too much beauty in the world to let dry eyes be an interruption. In a category where most ads focused on closeup shots of irritated eyes, our campaign delivered an entirely new perspective on Dry Eye. One built on love. One that focused on all the things women love to do — and challenged them to love their eyes back. That’s what we call eyelove.

The campaign aspired to redefine the eye care category by making every piece a beauty for the eyes to behold. We looked for genuine moments and surprising insights our audience could relate to. We found real women living with Chronic Dry Eye. And Jennifer Aniston, People Magazine’s 2016 World’s Most Beautiful Woman.

Debuting in August of 2016, the eyelove campaign struck an emotional chord with our audience and made an immediate impact on the market. By the end of 2016, prescription sales in the Dry Eye category had grown by 43%, on the heels of women deciding to show their eyes some eyelove by chatting with an eye doctor.

The eyelove campaign featured television and print in heavy rotation from September through December. During casting, we made sure every woman who appeared in our campaign actually had Dry Eye. We weren’t necessarily looking for a celebrity, but when we discovered an article in which Jennifer Aniston confessed she over-uses eye drops, we reached out and struck a deal. The combination of authentic women with real insight and A-list star power grabbed the hearts of our audience immediately.

43% surge in dry eye prescriptions from August – December. That’s a whole lot of people showing their eyes some love.

The eyelove campaign is the result of a single insight: dry eyes interrupt the things we love to do. Every element of this campaign – from our celebrity endorsement to our television spots, online videos, website and out-of-home station executions – is intended to remind our audience that their eyes are the source of so much beauty in their lives, and to show their eyes some eyelove by chatting with an eye doctor about Dry Eye.

The goal of the eyelove campaign is to open women’s eyes to just how much Dry Eye interrupts the things they love — and to inspire them to show those eyes some love by chatting with their doctor. This was more than a disease awareness campaign — this was a lifestyle brand.

Across all channels, the insight behind our campaign opened eyes wherever and whenever women were enjoying life — fashion, cooking, travel and leisure — not just in health placements where they look for answers. In doing so, the eyelove campaign redefined the eye care category in terms of magnitude, relevance and authenticity.

For millions of women, dry eyes are a fact of life. Many of them chalk it up to aging — but modern factors like staring at a computer screen or smart phone and binge-watching TV are leading to a rise in Dry Eye, too. Over-the-counter eye drops are a quick fix for many people. But others just cope with their dry eyes, manage through the interruptions, and settle for less enjoyment of the things they love to do.

Even though Dry Eye is common, the condition suffered from a lack of understanding and action.

Essentially, Dry Eye needed some love.