Goals and objectives
Bausch + Lomb is one of the best-known healthcare brands worldwide, offering eye health products.
The main goal for N365 was to identify and capturing potential customers for Bausch + Lomb's ULTRA® Multifocal for Astigmatism contact lens. Optimizing towards booked eye examinations was not possible in this case, since there are hundreds of opticians providing the lens in the Scandinavian countries. Many of them does not provide booking online, and far from all of them have the capacity to add a tracking pixel. Therefore, N365 wanted to come up with the best solution based on the client’s conditions.
A tailor-made solution made only for this campaign was set up. First of all, a campaign site filled with inspirational native articles was produced. Via outbound links in the articles, readers were led to a website with a store locator-widget that N365 set up with help from the British company Storelocator Widgets. Through this widget, each optician providing customization and testing of the ULTRA® contact lens was featured, and users we’re able to find stores near their geographical location.
The campaign was rolled out on Facebook in Sweden, Norway and Denmark during May to December 2021. One campaign site per country was produced, filled with articles and ads translated and customized for each market. In this way, the campaign was a 3-in-1 set up, with the same overall set up in every country, but with local customizations made for each market by one editor in each country.
Budget: 40 000 EUR for all countries.