Campaign Spotlight – A Contact Lens Company Visual Content
My latest campaign spotlight focuses on three similar campaigns we produced for a contact lens company, all of which have been consistently covered by national and international lifestyle journalists.
These campaigns are Moving Perspectives, The Stroop Effect and Photographic Memory. I will discuss each campaign in turn, explaining the thought process behind their creation, and how their execution led to consistent coverage from top-tier publications.
The Stroop Effect was the first to launch in May this year. It is a colour perception game based on the Stroop test, a psychological phenomenon where the brain struggles to read the word of a colour when formatted with a different colour, for example Red written in green.
Based on this, we devised a test which measures how quickly you can identify five matching colours (e.g. Red, Pink, Green) against ten mismatching colours (e.g. Red, Pink, Green). We then tested the game on a survey with 2000 UK adults to give us various headlines about how well the nation performed.
To date, The Stroop Effect has been picked up 28 times with a total of 2,068 Link Score (Verve’s own tool using a combination of metrics to measure the value of links). The test also has over 100,000 views, thanks to features in the Mirror, Daily Mail, Mental Floss and Business Insider.
In July, we launched Photographic Memory, a game which tests the audience’s ability to spot details in ten images. They are given seven seconds to look at an image, then respond to a question about a detail in the photo.
We wanted to create a campaign which tests whether the user has a visual memory, as well as producing something with strong visuals that journalists could embed in an article. To add further credibility for journalists, we tested the game on 2000 UK adults to see how they performed. Just 1.2% of the respondents were able to get a perfect 10/10 score.
So far, Photographic Memory has 21 links from high authority news sites. It performed especially well with the UK tabloids, with the Sun, Daily Mail, Mirror, and Metro all covering the campaign within a few days of each other.
Our most recent campaign for a contact lens company launched on the 23rd August and has been the most successful of the three mentioned in this blog. Moving Perspectives takes optical illusions to a new level by showcasing seven mind-bending optical illusions made into moving GIF images.
We previously had success with In Perspective, a similar optical illusions piece with 11 illustrations of illusions which show the user how it tricks the brain into seeing something different. With Moving Perspectives, we explored this concept further by using dynamic illusions, which move to reveal how it works.
So far, Moving Perspectives has 41 links with a total of 2,103 Link Score. Again, this campaign proved popular with the UK tabloids including the Sun, Mirror and Daily Star all covering it. The campaign also received international coverage in Russia and Japan.
All three campaigns benefitted from quality designs which maximised the visual appeal of the campaigns and made them fun to interact with. The journalists we contacted appreciated the strong aesthetics in the three campaigns.
They also benefited from being embeddable on an article so readers can view them without having to leave the page. Moving Perspectives worked well in particular as the white background matched seamlessly with the page of an article.
As a result, the execution of these three campaigns has made it possible for us to build consistent links by appealing to lifestyle and pop-science journalists with similar content themes but a fresh idea which continues to attract coverage each time.
