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Pearle Vision
Putting the Care Back in Eye Care

RAN IN: United States, Canada

CLIENT
Luxottica

Doug Zarkin, CMO, Pearle Vision
Traci Dyer, Sr Director Marketing Content Strategy, Production & Marketing Operations
Alexander Wilkes, SVP & General Manager

AGENCY
Energy BBDO *Lead Agency

Andres Ordonez, Chief Creative Officer
Larry Gies, Chief Strategy Officer
Michele Brandel, Creative Director
Alejandro Juli, Associate Creative Director
Tiffany Alexander, VP, Senior Account Director
Shannon Mahner, VP, Strategy Director
Jeff Adkins, EVP, Managing Director


OMD *Lead Agency


SUMMARY

Advertising in the eye care category has become a sea of discounts and promotions – so much so it’s impossible to distinguish one brand-name provider from another. That’s why most people don’t try. They just head straight to the people who seem trustworthy: local, independent doctors. Pearle Vision was being (unfairly) grouped with the big chains and it was time to earn back the trust it deserves. By creating content about care instead of promotion-filled ads, we became the most trusted brand-name provider in the category!

CASE STUDY

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CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Contests;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;MOBILE/TABLET;Display Ad (Mobile/Tablet);Location-based Communications/Real Time Marketing;POINT OF CARE (POC);Video (HAN, Accent Health);PR;PROFESSIONAL ENGAGEMENT;RADIO;Spots (Radio);RETAIL EXPERIENCE;In-Store Video/Kiosk;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Branded Content (TV);Spots (TV)

Audience: Mothers

Objectives: Change brand image

Type: Business to Consumer

Language: English