The Eye of the Expert
“I really like this Paper Mail as it includes different mechanisms to make it even more relevant for the recipient”
Lensonline Trial Lenses
Target audience:
Lensonline wanted their customers to switch to their own contact lenses brand. Paper Mail was added to the other channels to make them to do so.
Objectives
Raise awareness on the contact lenses
Increase consideration with ‘try before you buy’ offer
Drive to web/store
– Raise awareness on the product and get people to test them.
– Reactivate clients who have bought before
– Roll out omnichannel approach: buy the lenses online but put the expertise of the local opticians in advance
– Different levels of personalization have been used for this campaign: the recipient’s first name on the box, the trial lenses based on previous purchases, names and pictures of the closest optician.
– A great example of a drive to store mechanism: a map with driving details & distance between the recipient’s address and the nearest optician. The expertise of the opticians (reason why) has been put in advance as well.
– Different activation methods are included: discount for lens control and promo code when purchasing the lenses giving the recipient more than 1 option to react.
“I really like this Paper Mail as it includes different mechanisms to make it even more relevant for the recipient”