Matthew Stiel - Eyepowerment

ALLERGAN | EYEPOWERMENT 360 CAMPAIGN

Lead Creative

THE CHALLANGE

33 million Americans with Chronic Dry Eye weren't seeking treatment. How do you create an unbranded campaign that reframes a medical condition as a social issue?

THE SOLUTION

"Before we had our voice, we had our eyes" - A 360° campaign celebrating iconic women and eye power, launching at the Oscars with influencer partnerships and charitable tie-in.

THE IMPACT

Millions of Twitter impressions in 2 months

Action completion rates exceeded pharma benchmarks

Generated organic #eyepowerment movement

2018 REGGIE AWARD WINNER - SILVER (Age-Targeted Marketing)

Case Study

:30 Tv Spot

In this film, 12 iconic women’s photographs are featured with the provocative caption, “Before we had our voice, we had our eyes.” We then present the issue that for 33 million Americans who suffer from Chronic Dry Eye, their eyes may be sending the wrong message. We encourage them to call their eye doctor to schedule an appointment in order to find Eyepowerment. The music, a modern version of the classic “Bette Davis Eyes” was commissioned by artist Bae West, and is available for download across multiple music platforms.

The creative campaign features women with expressive eyes, who have changed the game in their perspective context. Each, in her own way, exuded confidence and strong character.

Twitter

To raise awareness immediately and quickly, we developed a national launch during the Academy Awards (February 2017). Simultaneously, on Twitter, we partnered with key influencers Melissa Rivers and Vanity Fair, to ask followers to tweet their “eye selfies”, in order to help raise awareness and donations. And a Facebook page was created to speak more specifically about who the iconic women are and why they were featured. Every tweet was coupled with a charitable contribution to “Dress for Success”, an empowering organization that helps women all over the world feel more confident heading into job interviews.