It’s estimated that over 40 million people in the UK wear glasses or contact lenses. Many of these people are completely dependent on these lenses to live a normal, full life.

ZEISS is one of the world’s leading manufacturers of lenses, and with its solutions, is constantly striving to advance the optics industry and help shape technological progress.

We’ve been digital marketing partners to ZEISS for over 5 years, supporting them with their digital strategy and implementation whilst consistently raising awareness for their transformative innovations.

Activity Highlights

Increasing Footfall with Location Based Ads

In order to support their partner opticians, ZEISS run regular campaigns and promotions, awareness for which had traditionally always been driven via offline channels alone.

We saw a huge opportunity here, and proposed using online channels to drive greater awareness to a highly targeted audience.

We leveraged Google’s Display Network to run location based consumer ads for partner opticians situated all around the country, targeting not only those prospects in close proximity to the partner practices, but also those most likely to take up the promotional offer.

The result? Not only did we achieve high levels of engagement with an average 0.35% CTR across our display ads, but we also dramatically increased traffic for each of the ZEISS partner opticians with more than 5,600 new users driven across these sites over a 4 week period.

1.6M +

Avg. Monthly Impressions

5,600 +

Avg. New Monthly Users To Partner Sites

0.35%

0.35% Display Ad Click Through Rate

Award Winning Drivesafe Lenses

The proof is in the prize when it comes to ZEISS DriveSafe lenses. Winner of the 2016 Lens of the Year Opticians Award, they’re designed to make driving in lenses an all-round safer and more comfortable experience.

Naturally, we wanted to raise awareness of these award-winning lenses among those who could really benefit from them. So that’s exactly what we did.

Using a combination of paid search ads across AdWords and Bing, Display advertising using the Google Display Network and a social influencer campaign to raise awareness among car enthusiasts across Facebook and Twitter, we were able to dramatically raise awareness with over 335,000 impressions per month and consistently high levels of engagement across the mix.

335,000+

Impressions (per month)

1,700

New Users (per month)

50

Avg. engagement per social media post

A More Rewarding Partnership

In order to support their optician partners, ZEISS run a Partner Rewards Programme, offering points and rewards for all of their hard work.

Wanting to make this as successful as possible, ZEISS asked us to support them through the development of the Programme’s website – providing partners with details of available rewards and to keep them up-to-date on their current points balance.

We developed an easy to use site – for registered users only of course – with an integrated Content Management System (CMS) for easy updating by the ZEISS team. The site integrates completely with the company’s existing online technology – allowing for a single user sign-in across all of their digital channels.

Working with EHD on these campaigns has been enjoyable and has led to surprisingly good results. Identifying what we really needed and suggesting the right solutions was their priority, which made our decision making process much easier.

Marketing Services Manager, Carl Zeiss Vision