A digital ‘influencer marketing’ campaign initiated by Essilor is expected to build awareness and drive sales of Essilor’s Transitions Style Colours and Transitions for Kids collections.
The recently launched products will feature in partnerships with online content creators and influencers, who will develop and share content about their experiences with Transitions.
Tara McCabe, Marketing and Business Development Director for Essilor Australia and New Zealand, said a recent study by BI Intelligence credited these kinds of partnerships with significantly higher user engagement than content produced and distributed by brands.
“We’re really looking forward to seeing genuine user reviews highlighting the benefits of these products and engaging with market segments in a more meaningful way,” she said.
Essilor partnered with blogger and social media content creator School Mum, who manages a Facebook community of over 460,000 people, to promote the Transitions for Kids range.
In her blog, My Most Important Back To School Appointment, School Mum wrote, “Soon after we got our brand new glasses, I heard about this new product for kids… Transitions for Kids is a new range of lenses that aim to protect a child’s eyes all the time. These lenses would mean that you don’t need a separate pair of sunglasses and we protect our children’s eyes without them having to remember to swap their glasses throughout the day.”
School Mum will take her child to be fitted with Transitions for Kids and share her user experience with her online community.
