News Briefs Archive

Transitions Optical’s New Consumer Campaign: See Life Through a New Lens

February 4, 2015

Transitions Optical announced it is about to roll out “See life through a new lens,” a new consumer PR and social media campaign. 

“No amount of talk can match the tangible experience of Transitions lenses. We recognize that it is hard for consumers to really understand our product until they try it,” says Patience Cook, associate director, North America marketing. “To help address this, we are exposing more consumers to Transitions lens technologies in creative ways online and in person, and are recruiting Transitions lens wearers to help articulate what it means to wear the product in an organic, grassroots way.”

In their own words, Transitions lens wearers and influencers, such as bloggers and those with high social media followings, will be speaking up about how Transitions lenses help them see life in the best light. Influencers who represent multiple areas of focus, including technology, lifestyle, fashion and the Hispanic community, will help share their unique Transitions brand stories with core consumer audiences across the US.

With colorful images showing what it’s like for someone to look through their Transitions lenses, the campaign’s creative will also help highlight the fact that Transitions lenses go beyond correction and enhance the wearer’s view.

“Having built our brand awareness for over 20 years, we are at a place where we’re not just trying to get more people aware of the brand; we are trying to get them to have a stronger connection with the brand and what wearing the lenses would mean for them,” says Cook.

One of the many influencers Transitions Optical will be working with is Sarah Evans, who has been highlighted in “Vanity Fair” as one of “America’s Tweethearts,” and author of the novel, “Reframe.” Sarah was a digital correspondent for Paypal at South By Southwest (SXSW) ’13 and is an avid eyeglass wearer. At SXSW ’15, Transitions Optical and Sarah Evans will kick-off a year-long video series, “Seeing life through a new lens,” which will capture moments to showcase the tech and fashion benefits of Transitions lenses.

“Sarah’s cross-over appeal in the lifestyle, fashion and tech space will help reach a younger and more fashion-forward audience through a year-long video series,” says Cook.

Further driving consumers to trial and purchase, Transitions Optical will be giving consumers more chances to try the product temporarily with the Transitions Trial Decals, which can be applied onto clear lenses. The decals will be distributed at various consumer events, promoted through social media and on the web. Consumers will also continue to see and hear messages about how they can try the different options in the Transitions family of products virtually with Transitions Viewer. All of these activities and messages are intended to encourage consumers to visit their local eyecare professional and ask which Transitions lens is best for them.  

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