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Essilor launches kids digital campaign

28/02/2018By Matthew Woodley
Essilor Transitions has launched a digital marketing strategy it hopes will drive product awareness and increase its profile with consumers.

The project will see the Transitions Style Colours and Transitions for Kids collections feature in partnerships with online content creators and social media influencers, who will develop their own Transitions content to share with their personal audiences. According to research subscription service BI Intelligence, the strategy, known as influencer marketing, generates higher user engagement compared with 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."
Tara McCabe, Essilor Australia marketing and business development director

Marketing and business development director for Essilor Australia and New Zealand, Ms Tara McCabe said influencer marketing is a valuable opportunity for Transitions as it attempts to use peer recommendation to encourage online and in store enquiries.

“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 has engaged blogger and social media content creator ‘School Mum’, who manages a Facebook community of more than 460,000 people, to help market its Transitions for Kids range. The program for the Transitions Style Colours collection will see the lenses trialled and featured on high-visibility social media profiles.

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