Carl ZEISS Singapore addresses irreversible consequences of myopia in social media.
The campaign needed to engage parents with children between 6-12 years of age, to increase awareness on the need to manage their child’s myopia, instead of the common misconception that single vision correction will slow the escalation of prescription. The challenge? The prevalence of myopia in Singapore is among the highest in the world, with 65 percent of children being myopic by Primary 6. As such, being myopic at a young age is a new norm in Singapore.
CONTENT STRATEGY
Our strategy has 3 specific tasks. Firstly, to bring awareness and educate parents that single vision correction will not slow the progression of myopia. Secondly, drive home the message the need to manage myopia is a long-term commitment or risk the consequences. Lastly, to offer solutions to slow the progression of myopia and highlight the importance of regular eye checks every 6 months.
ROI RESULTS
Overall, our myopia video campaign exceeded its KPI’s of ~300k views and 8% engagement rate on both Facebook and Instagram, getting 668,044 views and 6918 engagements in total for both platforms.