Alcon
Life-changing vision Campaign 2021 and 2022
Challenge
Develop a communication strategy for the launch of an intraocular lens for cataract surgery whose technology also treats eyestrain (presbyopia), considering the Brazilian population's low level of knowledge about what cataracts are and how to treat them.
Strategy
We developed a hybrid strategy of influencer marketing and press. We activated influencers aged 50+ to speak to their target audience, since virtually 100% of the population over 55 will develop cataracts.
With the support and participation of ophthalmologists, we co-created content with them about what cataracts are, how to treat them, and how cataract surgery can also solve other problems, such as presbyopia (eyestrain), even making it possible to stop wearing glasses.
Results
Press and influencer marketing
+ 100
Over 6 million
7,8%
5.3 million
Over 1,700
Sales
2021:
