Cannes Lions

The First Instagram Eye Exam

WUNDERMAN THOMPSON, New York / EYEBUYDIRECT, INC. / 2019

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Overview

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Credits

Overview

Background

Over 50% of Americans don’t get a yearly eye exam, which is a problem, because regular eye exams can prevent health issues like glaucoma, hypertension, and permanent vision loss.

To address this, our goal was to be the brand that encourages people to schedule an eye exam with a doctor, therefore placing us top of mind when selecting a pair of glasses.

We brought this to life in an engaging, strategically positioned, paid Instagram carousel post. It let people approximate an eye exam from their phone, and inspire them to get an eye test with an eye doctor.

Idea

Too many people don’t get their eyes checked, so we put an eye test where they couldn’t ignore it. The world’s first Instagram Eye Exam was accessible by anybody who could view a standard carousel post.

EyeBuyDirect is an eCommerce eyewear company of substance and style. The Instagram Eye Test shows customers that we care about their personal and financial health.

Our target audience, 18-34 year olds, are paying more attention to their overall wellness, and were primed to respond to our message of eye health in Instagram. We also alerted them to an underutilized tax credit that could be applied to health related costs like an eye exam, and glasses, at the end of the year when they’re is most likely to take advantage of it.

Strategy

Insights

Over 50% of Americans don’t get a yearly eye exam.

An eye exam can help prevent diseases like glaucoma, hypertension, macular degeneration, and permanent vision loss.

Americans forfeit more than $400 million every year when they don’t take full advantage of their FSA - a tax break that could be applied to an eye exam and glasses.

EyeBuyDirect is an eCommerce eyewear company of substance and style. The Instagram Eye Test shows customers that we care about their personal and financial health.

Our target audience, 18-34 year-olds are likely to respond to our message of eye health in Instagram, and are paying more attention to their overall wellness. We also alerted them to an underutilized tax credit that could be applied to health related costs like an eye exam, and glasses, at the end of the year when our audience is most likely to take advantage of it.

Execution

The First Instagram Eye Exam is an eye exam in an Instagram carousel post. To use it, just hold your phone at arm’s length, and swipe through the carousel until you can no longer read the letters on the tile. On each tile, you’ll find an estimate of your visual acuity, along with a prompt to schedule an appointment with a real eye doctor.

We prioritized fun over accuracy, but took care to be accurate where we could. The letters are sized so somebody with an average arm length (0.8m) and average phone screen (12.9cm) will see the letters at the same size as on a standard Snellen Eye Chart. Still, most arms aren’t exactly 0.8m and no phone has a 12.9cm screen, so we made sure to recommend a visit to an eye doctor for an accurate assessment.

Outcome

With a fun, easily shareable eye exam, we encouraged people to be proactive about their eye health and schedule an eye doctor appointment for a thorough exam.

The campaign’s genius was in its simplicity; it was a way to effortlessly reach our target audience in their natural environment without disruption, and made health & wellness fun, shareable, and engaging.

The campaign helped EyeBuyDirect stand out in a crowded eyewear category by positioning the brand as a fashion eyewear company that not only cares about how people look, but also how they see.