krow scoops Vision Direct project following competitive pitch
krow, part of the MISSION Group, has been appointed to handle a social media project for Europe’s leading online contact lenses retailer, Vision Direct, following a competitive pitch.
The partnership between krow and Vision Direct will see krow supporting and working alongside the in-house team to produce social media creative campaigns.
The new work will go live at the beginning of March across social media channels. krow’s brief was to produce a disruptive and visually arresting social campaign which would burst through category apathy and indifference in order to raise awareness of Vision Direct’s unique proposition, whilst driving customer acquisition in the process.
This campaign adopts a new strategic and visual approach for the brand which introduces a new face of the brand, ‘Direct Dave’, accompanied by a bold and disruptive approach to messaging.
krow plans to be empathic to the audience’s pain points, which they face on a daily basis when purchasing contact lenses, and to use a tone of voice that cuts through a perceived uninspiring subject matter and makes audiences stop and take note when scrolling through social media.
John Quarrey from krow, said: “We’re delighted to partner with Vision Direct to help communicate and solve its customer pain points through a campaign that is sure to shake up the category and encourage consumers to reappraise their current contact lens purchasing habits.”
Jack Pruce, Head of Customer Acquisition from Vision Direct added: “We offer our customers the best contact lenses and eye care products from leading brands, as well as expert optical advice and award-winning customer service 24 hours a day, seven days a week. But together with krow, we will be able to communicate our messages more effectively and provide customers with a speedier and superior way of purchasing their contact lenses.