Alcon Systane, Opti-Free + Clear Care
Opening women’s eyes to the client’s optical health products.
The client wished to stoke consumer awareness of its hero optical-care solutions Alcon Systane, Alcon Clear Care, and Alcon Opti-Free through creative and engaging storytelling.
HearstMade brought Alcon top of mind for audiences of Cosmopolitan, ELLE, Esquire, Good Housekeeping, Redbook and Woman’s Day by creating stories on topics proven to resonate with them. Stories ranged from Cosmo’s “Exactly How to Make Your Eyes Look Bigger and Brighter” to Redbook’s “7 Signs You’re Addicted to Your Phone,” yet all organically touted the importance of eyecare with Alcon.
We brought focus to Alcon’s hero products through stories, galleries and Instagram posts readers lingered on. Our Instagram posts, which included a “shelfie” product arrangement popular with Cosmo readers, drew scores of positive comments, including this one: “Best contact solution!” The program’s content connected with our audience—three of the stories ranked in the top 10 for branded content for their sites in 2017. And “5 Essential Grooming Steps You’re Definitely Overlooking” was the most popular piece of branded content on Esquire.com in terms of reach for the year.