Eyes speak volumes. They have the power to speak your mind without saying a word. But if you have red, burning, itchy chronic dry eye, they may not be saying what you really mean. So we introduced Eyepowerment, an unbranded campaign that illuminates the power of eye language, the physical and emotional benefits of eye health, and the vital role the eyes play in a person’s life. Most importantly, Eyepowerment send the message: Don’t let anything stand in the way of the world seeing your true self.

To launch this campaign and illustrate the true power of the eyes, we identified not one, but 12 iconic women who have made a unique mark on the world. These women had to constantly project themselves as strong and confident trailblazers in order to reveal their true character, face adversity and shift the needle in society. We created a film using their images to promote our message of Empowerment.

To immediately raise awareness, 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. Every tweet was coupled with a charitable contribution to “Dress for Success”, an organization that helps empower women all over the world by providing interview clothes.

This campaign has exceeded business goals and engagement targets. As soon as EYEPOWERMENT launched with social media during the Academy Awards, the campaign generated five times above the video view rate benchmark for pharma websites, and three times above the online registration rate benchmark for pharma websites. Overall within Twitter, it has generated 7.3MM impressions and 2.6MM Twitter video views. Video view rate and cost per view both outperform Twitter Pharma Benchmarks. In a very short time, the total number of web visitors has reached 37K, which is significant, while still continuing to outperform pharma website benchmarks for both Video Views and online registration, indicating that this unbranded campaign is driving people to this site to learn more and become empowered.