Drive awareness and consideration for Systane© COMPLETE amongst Belgian competitive gamers by educating them about dry eyes in an innovative and interactive way while positioning Systane© COMPLETE as the ultimate solution to this problem.
To genuinely reach and engage with our target audience, we created a bespoke 2-month campaign under the umbrella “#EyePerformance” that relied on the following pillars:
The website was home to a gamified social competition, #2DropChallenge Competition, where gamers were asked to perform the following series of actions to gather points and reach the top of a leaderboard to win over 2,500€ worth of gaming prizes:
A bespoke Social Media campaign targeting competitive gamers on Facebook, Instagram, Twitch, YouTube and Twitter leveraging dedicated creatives & content for paid media as well as Ex6TenZ’s social media channels.
The campaign was a major success across all key metrics, from engaging with over 1.6m unique Belgian competitive gamers and seeding 501% of the expected samples while generating over 121k engagements (Like, Comments & Shares) across social media.
By leveraging Ex6TenZ’s brand image, we created a genuine positioning for Systane© COMPLETE that saw his posts achieving a jaw-dropping engagement rate of 16%.
Our creative use of the gamified activation’s social share feature was responsible for bringing more than ~35% of the participants while driving organic virality on social media, and thanks to the daily bonus reward, retention was excellent as participants engaged with the campaign during 8 different days on average.
Our Cost Per Lead (CPL) was cheaper than the classic campaign’s at the time and our continuous paid media optimisations helped decrease the direct Cost per Lead by 21% while increasing our CTR by 49%.
We were also able to confirm a direct and long-lasting impact of the campaign on its participants through a post-campaign survey5 three weeks after the campaign: