1 / 14

March, 2014

March, 2014. World Sight Day and Sight For Kids 2013 Campaign Overview. JJVC Confidential. Background.

dinah
Télécharger la présentation

March, 2014

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. March, 2014 World Sight Day and Sight For Kids 2013 Campaign Overview JJVC Confidential

  2. Background • World Sight Day (WSD) is an annual awareness day held on the second Thursday of October and organized by the International Agency for the Prevention of Blindness (IABP). Its focus is global attention on blindness and vision impairment • The 2013 theme was ‘get your eyes tested’ • In prior years, JJVC efforts were conducted on a region-by-region/country-by-country basis • Communications needed to talk ‘to’ consumers rather than talking ‘with’ • For 2013, JJVC looked for a global approach; tapped into consumer interest in selfies (requiring vision!); the desire for engagement and approached J&J corporate to harness the power and reach of its Donate A Photo initiative

  3. Strategic Objectives • Make awareness of the need for an eye exam interesting, memorable, and actionable • “Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” • Leverage social media used by the target audience to drive engagement • Create a higher purpose for the engagement • Tap into the desire to do good without requiring a lot of effort by public • Solution: use new J&J Donate A Photo platform to encourage a ‘selfless’ reason to post a ‘selfie’ connected to taking a pledge to get eyes tested • Each photo uploaded contributed $1 towards a disadvantaged child receiving an eye exam through Sight For Kids, run by The Lions Clubs International – a JJVC supported charity and long-term partner

  4. Campaign Overview • “Take the #EyePledge” (by promising to get your eyes tested in honor of World Sight Day) served as the centerpiece of our efforts • Global, template materials were created to achieve a unified approach • Donate A Photo provided a focal point for activities and underscored J&J ‘caring’ message • Hashtag used in communications and withphoto on DAP for metrics; search • JJVC utilized its own twitter handle andencouraged employee amplification of message • Charity partner reinforced campaign with ownefforts • JJVC also did community outreach; tookmessage to schools

  5. Campaign Essentials

  6. ‘Earned’ Media Results • 10,047 Total Online Mentions • 98% Twitter (9,853) • 2% News (182) • 0% Blogs/Forums (20)

  7. International Twitter Reach • 38.1 million impressions: opportunities to see • 9,288 users: 518 Tweets per day • Top hashtag: EyePledge – 99%

  8. Online Coverage WCBS-TV/WLNY-TV NYC

  9. Donate A Photo Results • 22,000 photos and counting! • October 10th best day ever for new users downloads of Donate A Photo app – double normal rate • Also best day ever for photos being uploaded • PR drove an average of 604 posts per day; ongoing about 150 per day • Strong support from Lions Spike between Oct 6 – 12 was at the height of PR activity World Sight Day: 100 PR efforts drove awareness of World Sight Dayand contributed to peak interest, as gauged by Google Trends Google Trends shows a graph of the popularity of a search term over time. The number 100 represents the (top) peak search interest. *Graph outlines activity from Sept 29 – Oct 12.

  10. Donate A Photo: Eye “Selfies” Take Over …

  11. LCIF Strong Support of Initiative

  12. Eye Care Professionals Results

  13. Employee Communications

  14. Jacksonville, Fl HQ Community Outreach • 40 volunteers visited 60 third-grade classes, talking about the importance of regular eye exams and reading about vision. Books, anatomical models of the eye, pencils and activity books were donated. • Over 3-day period, 105 employees worked with medical/professional affairs team and external ECPs to examine 163 patients, requiring 26 referrals to treat advanced cataracts, glaucoma, retinal tears and advanced diabetic eye disease • Employee volunteers promoted eye exams & Donate A Photo to support Sight For Kids to over 75,000 residents at local events

More Related