Opti-Free RepleniSH
Opti-Free RepleniSH is a multi-purpose solution for cleaning soft contact lenses. It was launched in Australia in 2006.
The challenge
Opti-Free RepleniSH manufacturer Alcon wanted to engage its target market (female contact lens wearers aged 18-40) more effectively, utilising an asset of 2,000 email addresses created from previous advertising campaigns.
The strategy
Tick Yes implemented an email marketing campaign that ran from March to October 2009 and gave consumers the chance to win over 350 instant win prizes plus a major prize of a trip for two to Los Angeles. The email campaign was supported by in-store POS material, radio advertising, sales team messaging and website promotion.
The results
The Opti-Free RepleniSH database grew to almost 24,500 email addresses, with a resultant increase in market share.
