Brandao
About The Company
Viewpoint is a learning platform where optometrists can learn and develop their skills. They get access to various events, and an ever-growing library with practical knowledge: handbooks, interviews, e-learning modules, videos, articles and much more. All were created in collaboration with industry experts.
Viewpoint is facilitated by Specsavers, a multinational optical retail chain with a revenue of £3.43 billion in 2022.
The Challenge
The company's goal was to drive traffic to a landing page that talks about their annual clinical conference, an all-day event at various central locations in Northern Europe with a varied program featuring a mix of local and international speakers. The event was also was broadcast online, so professionals from different countries could tune in remotely. The traffic must be composed of professionals in optometry from several countries across the globe.
The Strategy
The strategy used was a mix of different types of campaigns, to reach the audience in different ways and increase ad recall. The types of campaigns used were: 1- Brand Awareness: These campaigns target people who are most likely to remember seeing the ads (according to several data points Meta and LinkedIn have in the audience, like for example, who already follows the page and engage with this type of topic)
2- Video Views: Targeted people who have the behavior of watching videos about the topic.
3 - Traffic campaign: Targeted people who have the behavior of clicking on links. This campaign was the main driver of clicks to the landing page and sign-ups. It had a more direct call to action and included an ad set retargeting people who watched at least 25% of the video ads.
The campaign run simultaneously on LinkedIn and Meta, with 70% of the budget going to LinkedIn, as the users of this platform are more likely to click on educational content that can improve their careers. Meta used the remaining 30% of the budget, and the platform was used for retargeting website visitors, in order to take advantage of the lower cost per click while still targeting the right audience.
Results
The campaign had a great impact on the industry, helping to establish Viewpoint as the main learning platform in optometry. It has reached 471,386 unique users, and the ads were seen 2,050,386 times. The campaign also generated 2,082 post reactions.