Eye-care giant Alcon debuts a loaded ad campaign with Yahoo

At a Glance

• Goal: The partnership campaign between Yahoo HK and eye-care company Alcon hoped to boost contact lens purchase via direct-promotion advertorials, editorial support, social virility and audience targeting.
• Solution: Alcon leveraged Yahoo’s content commerce solutions, social media outreach, Native, and personalised Yahoo mail to amplify its direct-promotion ads to drive top of mind and online redemption.
• Results: Alcon recorded more than 2000 e-coupon registrations for their contact lens purchase – a whopping 200% increase compared to that of last year.

Ad Placement Campaign 2.0
With hopes to boost its redemption numbers on its campaign page, Alcon placed advertorials and ads on the Yahoo Shopping and Jetso main page, which were further supported by retargeting ads on Yahoo Style, native ads, personalised Yahoo mail, social feeds and, for the first time in the personal-care industry, Mobile WPS banner ads.

Ultimate Targeting
To target the right eyeballs for Alcon, these ads aimed at women aged 25-45 who were into health, beauty, shopping and deals and often do Yahoo searches on optical products with terms including “contact lens”, “con”, “eye care”, cosmetics and skincare like “eye make up”, “whitening” or even jetso grabbers like “promo code 2020”. As well, the “mail and purchase receipt targeting strategy” was employed, whereby relevant ads were retargeted to subscribers of getjetso.com as well as frequent visitors and buyers of sites like sephora.com and strawberry.net.

Seamless Editorial Support
To further drive redemption and purchase intent, Alcon was included in a deals’ round-up on Yahoo Shopping’s editorial. The editorial team referred to Alcon as “the king of dailies” and reminded readers of its popularity in Korea: so much that superstar Kang So-ra is also a frequent user. A link at the end of that listing directed readers to the Alcon redemption landing page. Content was also shared on the Yahoo Style and Yahoo Shopping Facebook pages.

As the first advertiser in the personal care industry to adopt Mobile WPS banner, Alcon achieved a CTR of 0.17% with this format. Average CTR for this campaign’s standard native ad is also 105% higher than the personal-care industry average; while mail personalised native ads resulted in the highest CTR compared to the former two formats. Social reach for this campaign was also impressive, fetching 95K+ people and 239K+ impressions.

Alcon recorded more than 2000 e-coupon registrations for their contact lens series – a whopping 200% increase compared to that of last year.

This article is contributed by Verizon Media.