Bausch & Lomb Multifocal Contact Lens “See a New You” Campaign

Goal

• Increase brand awareness, empower advocates and drive traffic to the Bausch & Lomb Multi-Focal Contact Lenses website to encourage presbyopia education and product trial

Tactics

• Created and promoted social networking site profiles, engaged in blog/message board/forum conversations, tagged all related content on social bookmarking sites, and created assets for video and photo sharing

Results

• Exceeded YOY sales goals for first half of the year by 10%
• 2,385 branded messages on news websites, blogs, micro-blogs and forums, compared to only 18 times during benchmark period
• 1,192,500 consumer pass-through engagements originated as a result of the campaign
• 43,777 visitors were referred to the brand website due to BBC CEM efforts. Overall referral traffic to the website increased by 4,638%
• The Promo page on Goodbyereaders.com was viewed 23,275 times, and unique “See a New You” sweepstakes entries were 15, 217
• Positive consumer sentiment around Bausch & Lomb Multi-Focal Contact Lenses increased by 40%, from 57% to 97% over the course of the campaign