In the digital age, the prevalence of myopia progression is becoming a serious issue for Chinese children. However, the public's understanding on optical industry is far from enough.

In 2021, ZEISS launched an 8-month integrated campaign under the theme "Trust the Power of Persistence" through comprehensive & diverse public education and product introduction, in the hope to 1) arouse public attention to myopia management for Chinese children and increase their understanding on the optical industry; and 2) elevate the industry's social reputation and engage B customers to work closer to fight myopia for children.

Different from the optical industry's common practice of communicating on functional benefits, this campaign used EMOTIONAL storytelling to create strong impact and impression.

We created an emotional documentary "1000-Point Mommy" to ease the universal anxiety of Chinese myopic children's parents, and a fun TVC with illustrations to demonstrate product technology and myopia management knowledge in a social and easy-to-understand way.

Targeting both C consumers (Chinese parents of myopic children and the general public) and B customers (optical industry professionals such as eye doctors, R&D experts, optists, retailers, etc.)

Change perceptions with an emotional approach: Shift the public's impression on the optical industry & myopia management knowledge from "cold data/hard-to-understand" to "fun/easy-to-understand/willing to know more and share" through new storytelling, creatives, and knowledge popularization.

Integration to maximize impact:

- Multi-platform online communications & diverse offline initiatives

- Multi-format communication assets

- Integrated communication journey: CATCH audience with emotional storytelling, and CONVICE & CONVERT them with a strong product launch, CSR initiatives and knowledge popularization.

Creative Content

- "1000-Point Mommy" Documentary: A documentary-style short film with parents' real-life interviews and reactions to create strong resonance and stimulate viral discussions.

- Easy-to-Understand Product Videos: Adding human touch to the product TVC with ZEISS's 10-year-persistence story. Paired with a motion graphic video demonstrating product technology.

Knowledge Popularization

- Zhihu (China's top Q&A website & APP): Set up a column of comprehensive eye care 101s with education/science KOLs.

- Weibo: Launched a hot topic #Children's Myopia Management# and shared related knowledge with media, doctors & KOLs.

- CSR Initiatives: Launched a WeChat Mini Program to drive attention and donation for rural children's healthy vision. Offered eye care education, eye exams and free lens prescriptions with industry partners for students in 30 rural schools.

Trade Partner Engagements

Instilled the campaign theme to ZEISS Gobi Learship Camp for B customers and published a brand book to tell ZEISS's 10-year-persistence story.

Fighting Myopia for Children Across China:

- Empowered ZEISS MyoVision Lenses to help 1.8 million Chinese children manage myopia in 2021.

- 2,200 million engagements received on CSR WeChat Mini Program, equivalent to donating to rural children with 250,000 free lunches & around 1000 pairs of glasses worth 2.5 million RMB in total.

Boosting Public Attention & Knowledge on Children's Myopia Management:

- 100 million exposures and 100,000 social discussions on Weibo hot topic and Zhihu platform.

- Total views of documentary and TVC reached 20 million.

- 50 million additional audience reached by tapping into new TA groups.

- Press releases distributed by 148 media, exceeding media pitch target by 50%, reaching over 15 million audience.

Elevating Industry Benchmark:

Received recognitions from the public, industry and managements from ZEISS headquarter and China team for boosting awareness on "ZEISS's persistence in children's myopia management" and elevating brand influence and reputation.