We designed a strategy workshop based on these questions to adopt a holistic concept, together with our client Menicon, for communication in the social media and develop creative content formats from this.
The “Nice to Know” series provides entertaining facts on the subject of vision and replacement lenses. With “always the right way round” we portray the innovative UpSide technology of Menicon’s Miru lens in a humorous way, and also the format “and this wearing glasses” provides compelling arguments for opticians and wearers of glasses to give contact lenses a try. Addressing the B2B optician target group, also however, the B2C end-user target group, presented a major challenge.
Our social media service included not only the devising of the editorial plan, content research and creation and posting design, but also advice on paid media, budget recommendation, training in monitoring, advertising management and target group fine-tuning in order to achieve the required KPIs and offer the specified target groups maximum added value.
Since Kyoichi Tanaka designed Japan’s first practical corneal contact lenses from scratch in 1951, Menicon has become a global company that is represented in more than 80 countries. As a leading manufacturer of contact lenses, Menicon is committed to the safety of the eye, and its aim is to develop comfortable, user-friendly products to facilitate the joy of vision for people the world over.
