Abbott

About Abbot Medical Optics Inc.

Abbott Medical Optics have developed a viscosity enhanced eye drop, ‘blink intensive tears’ that is specifically formulated to provide protection and comfort for eyes that feel dry, irritated or uncomfortable. There is a natural seasonality to this market so Abbott Medical Optics concentrates their promotional activities in the summer months.

Objectives

The aim of the campaign was to increase brand awareness by driving traffic to their website promoting blink Intensive tears. The product was not available to buy online but the site provides details of where the Abbott Medical Optics products can be purchased.

Approach

The campaign was live between May and July when eye care products are most in demand due to an increase in drying environments.
The display team put together a plan consisting of both contextual and behaviourally targeted placements that would effectively target their audience and drive traffic to the website.

Results

The campaign achieved fantastic results:

• CTRs rose from 0.11% to 0.17% in the final week due to campaign optimisations and creative up weights and adaptations.
• They also saw peaks of 1% CTR.
• Over a period of 2 months the campaign drove almost 13,000 additional interested users to the blinkintensive.co.uk site increasing brand awareness.
• Furthermore of all those people who were exposed to the blink eye drops ads a healthy 46% were unique users indicating that many new people have seen the brand as a result of the campaign.

“Latitude were highly professional from start to finish providing a thorough proposed display schedule and excellent weekly reports”

Amanda Cooney
Marketing Manager
Northern Europe
Corneal Group

Download the Abbott Case Study

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