Campaign Tactics Paid Media & Search We will continue to use Facebook, Instagram and Google search as our campaign channels. In addition to the static creative, we will use video/ reels and amplify influencer content to further engage our audiences through real-time authentic storytelling. Our storytelling will encompass evergreen messaging around eye health, with a focus on urgent care. Reminder Messaging: Eye Health Capitalizing on the success of previous paid campaigns, we will continue to drive awareness of general eye health messaging. Eye Health content will be targeted towards parents with children aged 4-18, reminding parents to book eye exams for themselves and their children. The creative will include a mix of imagery featuring adults and children. New Messaging: Urgent Care As an addition to the 2022 campaign, we will promote urgent care messaging against broader targeting of Adults 25-54 who are interested in health and personal care. Similar to the eye health messaging, we will amplify influencer content. Paid Destination: Find a Doctor tool All paid traffic will drive our audience to the Find A Doctor tool landing page, where they will be encouraged to use the tool to book an appointment with a Doctor of Optometry in their community. We will continue to track how often the FAD tool is being used, however our main objective will be to drive website visits, measured through link clicks. There will be three phases for the 2022 paid media campaigns and the Google search campaign will be “always on” from May to December. Paid Media | Phases
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Influencers BCDO will leverage influential, diverse, BC-based voices who have built trust with their audiences when it comes to wellness and navigating a busy life as a parent and urgent eye health. They will remind British Columbians of the importance of eye care – calling out increased screen time during the pandemic as a proof point. Influencers will develop concepts rooted in “You've only got one pair of eyes” by showing a highlight reel of all of the beautiful moments they see in their day. They will utilize Instagram captions and Instagram stories’ link stickers to drive traffic to CTA for the Find a Doctor tool. Survey This year’s survey will go beyond understanding how British Columbians’ awareness and perceptions of eye health has shifted over the past two years, to looking at specific social issues related to eye health in the province and positioning BCDO as part of the solution. We recommend diving deeper into various audience groups looking at the inequality gap in eye care in the province and the barriers to access among various groups (low-income families, rural communities, etc.).
