{"id":1452,"date":"2022-11-02T10:57:30","date_gmt":"2022-11-02T10:57:30","guid":{"rendered":"https:\/\/staging.best-of-inhome.be\/?p=1452"},"modified":"2022-11-02T11:42:41","modified_gmt":"2022-11-02T11:42:41","slug":"lensonline-trial-lenses","status":"publish","type":"post","link":"https:\/\/staging.best-of-inhome.be\/?p=1452","title":{"rendered":"Lensonline Trial Lenses"},"content":{"rendered":"\n
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Campaign Objectives<\/h4><\/div>

Target audience<\/strong>:
Lensonline wanted their customers to switch to their own contact lenses brand. Paper Mail was added to the other channels to make them to do so.

Objectives<\/strong>
Raise awareness on the contact lenses
Increase consideration with \u2018try before you buy\u2019 offer
Drive to web\/store <\/p><\/div><\/div>\n<\/div>\n\n\n\n

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Strategy & Execution<\/h4><\/div>

– Raise awareness on the product and get people to test them.
– Reactivate clients who have bought before
– Roll out omnichannel approach: buy the lenses online but put the expertise of the local opticians in advance\u200b<\/p><\/div><\/div>\n<\/div>\n\n\n\n

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Reason Best Practice<\/h4><\/div>

– Different levels of personalization have been used for this campaign: the recipient\u2019s first name on the box, the trial lenses based on previous purchases, names and pictures of the closest optician.
– A great example of a drive to store mechanism: a map with driving details & distance between the recipient\u2019s address and the nearest optician. The expertise of the opticians (reason why) has been put in advance as well.
– Different activation methods are included: discount for lens control and promo code when purchasing the lenses giving the recipient more than 1 option to react.<\/p><\/div><\/div>\n\n\n\n

The Eye of the Expert<\/h4>\n\n\n\n

“I really like this Paper Mail as it includes different mechanisms to make it even more relevant for the recipient”<\/em><\/p>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n

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