We behaved like a book publisher and partnered with a network of bloggers and Australian schools to screen the book and create native articles about their thoughts/experience. Media spend was leveraged via contextually targeted Print, Social, SEM, Display and Performance ads that reached the right people and drove app downloads. Through its success at launch, the campaign continued through the school holiday period, amplified by a TVC investment, in-store displays and cinema activity to connect with parents and children at times and in places where we knew they had time to book appointments.

Penny the Pirate is on track to screen over 500,000 children leading to 125,000 OPSM appointments. In-turn parents have become our biggest partners with consistent conversation, positive sentiment and close to 50K engagements on social media in its first two weeks.

188% increase in Kids eyewear packages.

89% increase in OPSM consultation bookings.

14% increase in sales - directly attributed to campaign.

#1 Health App in the Apple Store during launch.