Make it happen High street opticians, Optical Express, challenged Brazen to drive awareness for its laser eye surgery offering amongst a 20-35 year old audience and address the fear factor associated with the procedure.
What we did Brazen devised a rolling programme of influencer activity and began outreach to a series of influential reality TV and millennial celebrities who wore glasses and invited them to have laser eye surgery with Optical Express.
As with all patients, the celebrities would go through the same rigorous examinations and consultations to ensure they were suitable for surgery and if so, would agree to take part in an influencer campaign.
In return for the surgery, the influencers would give an exclusive media interview with the Mail Online, plus have their experience filmed, with the video assets issued with the press release, as well as being housed on the Optical Express website and used on Optical Express’ social media channels in both organic and paid posts. Finally, the celebrities would share their experience on their own social media channels before and after surgery.
Brazen’s in-house video production division, Brazen LIVE, would film the content to ensure it was consistent in style and produced edits that were optimised for all channels from online media to social.
Results Achieved 13 pieces of coverage (6 national) with 1.29Bn reach; 62 social post by celebs/media with 91M reach; Video views at 250k; ROI: 580:1