The Centre for Eye Research Australia is an independent Medical Research Institute, affiliated with the University of Melbourne. While it is an established brand in the industry, its digital presence wasn’t geared to engage with this campaign’s target audience groups.
Their existing database couldn’t be utilised either so we needed to develop a strategy to build a new and engaged audience for this campaign.
While simply reaching as many Australians as the budget allowed seemed to be the initial challenge, there was the underlying challenge of influencing people’s perceptions of eye health and booking regular eye tests for young children and adults.
With a diverse and creative range of advertisements, from landing pages to still images and graphics, we seamlessly brought the public health message of Myopia to Australians.
Key wins included reaching close to 700,000 unique individuals across Australia and having eyeballs on it over 1.92 million times, generating over 15,500 website visits who learnt more about myopia and collecting 202 email subscribers.
