A custom-built destination page for Optometry Australia within the popular Australian parenting website Kidspot has helped to get the children’s vision campaign message to stick.
The website garnered higher than projected traffic, with our story-telling content engaging with the Kidspot audience, according to the campaign’s manager Trinity Scarf.
‘Results indicate the average session duration was over two minutes, which is double the industry standard of 60 seconds,’ she said.
Ms Scarf said campaign results to date had demonstrated an above-average click through rate from the content pages to the Optometry Australia website.
‘The click through rate was at 0.16 per cent, which is considerably higher than the industry standard of 0.06 per cent.
‘Social sharing came close to 800 shares via different social media platforms, with Facebook the most popular platform for shares,’ Ms Scarf said.
A consumer competition also delivered above the expected engagement of 500 entries, with more than 1,100 entries in total, she said.
A corresponding publicity campaign focused on generating national editorial coverage within mainstream consumer media, using the angle of ‘screen time versus green time’ as an area of media appeal during the school holidays.
‘Using optometrists Jared Slater and Tim Fricke as key spokespeople, we secured excellent television, radio and print spots around the country. We also engaged several members to take part in interviews on our behalf in foreign languages including Greek, Italian, Arabic and Somali.
‘The media results were strong, holding a base advertising-equivalent value of $225,000,’ Ms Scarf said.
A comprehensive suite of Australian-curriculum appropriate education materials has been developed and promoted to schools nationally, as part of the campaign.
‘Approximately 8,000 “alert” postcards have been distributed to Australian schools, letting them know about the free, downloadable resources and inviting them to contact Optometry Australia for supporting posters and brochures.
‘Central to the content is a bespoke character, The Eye Guy, who is designed to appeal to children. Downloads of the resources have started well and requests from teachers directly requesting posters have started to steadily filter in,’ Ms Scarf said.
The ‘Are they missing out?’ video-for-web to support the campaign was showcased on social media and on the Optometry Australia YouTube channel, where it is still available.
‘The announcement post of the video via our member-facing Facebook page received one of the highest engagement levels of all posts to date, and was shared 24 times.
‘We are currently rolling out a Facebook advertising campaign to drive further traffic to the video, with the objective of continuing to broaden consumer awareness around children’s vision,’ Ms Scarf said.
The Table (below) demonstrates the growth in children’s vision Medicare visits.