Enhancing the Senses Integrated Digital Native Content Marketing Campaign
- Developed integrated content marketing campaign enacted through News Corp
- Delivered the client a unique editorial and advertising campaign as an alternative to television advertising
- Achieved close to 30 million online impressions, performing 420 per cent to target in a six week period
- Facebook campaign drove content for the brand’s page and increased engagement with the pages followers
- $8 CPM
- 0.16 per cent CTR
Founded in 1990, Transitions Optical manufacture photochromic eyeglass lenses. Clear indoors, Transitions lenses adapt to changing light and darken through exposure to UV and visible light.
In 2015, Transitions Optical asked PPR to help shift its marketing focus from business-to-business, to increasing consumer awareness of its own brand of photochromic lenses, generating consumer engagement and boosting its Facebook engagement levels.
To meet these objectives, PPR developed a highly creative, integrated digital campaign, which raised discussion about the experience of seeing and the importance of healthy sight.
PPR partnered with NewsCorp and created two united campaign themes, ‘Enhancing the senses’ and ‘Celebrate your senses’.
‘Enhancing the senses’ was promoted by a five-part native content series based on the five senses – taste, touch, hear, smell and sight – showing how to enhance each sense for personal wellbeing.
Content was published on NewsCorp’s Lifestyle index and the article pages of its major metropolitan mastheads including the DailyTelegraph.com.au and HeraldSun.com.au. It was boosted by desktop and mobile advertising, and interactive advertising features which linked to native content and Transitions’ website.
The second theme, ‘Celebrate Your Senses’, was adopted for Facebook. A Facebook promotion was held encouraging consumers to enter a photo which ‘Celebrates Your Senses’. A gallery was created from all the photos received, where users could share and vote for their favourite images. New video and still imagery content was also crafted for the Facebook page to activate the theme.
NewsCorp considered the campaign one of its largest and most successful digital native campaigns across its metropolitan mastheads. It was considered ground-breaking with results beyond expectation.