Driving Awareness and Sales for MacuShield with TV and Door Drop
The Problem
MacuShield, a leader in eye health supplements with ingredients like Lutein, Zeaxanthin, and Meso-zeaxanthin, wanted to increase both awareness and sales.
The challenge:
Eye health is not front of mind for many consumers
Education is vital, but strict regulations limit marketing claims
The brand needed to stand out in a crowded market while staying compliant
The Idea
We targeted lookalike consumers of MacuShield’s best customers through a multi-channel strategy:
TV campaign: built brand recall and ingredient awareness in an “Information Only” capacity, capitalising on momentum from MacuShield’s mention in BBC2’s Trust Me I’m a Doctor
Door Drop campaign: precision-targeted households with leaflets to reinforce messaging and drive shoppers to high street retail partners
This combination planted awareness with TV and converted interest with direct activation.
The Outcome
Significant double-digit sales uplift delivered quickly
Boosted brand recall and product awareness
Built a strong foundation for retention and customer lifetime value growth
MacuShield successfully educated and activated its target audience with the right media mix.
FAQs
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What challenge did MacuShield face in its category?
Eye health is not front of mind for most consumers, and regulations limit marketing claims, making education difficult.
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How did Ideas + Outcomes approach the campaign?
By running a TV campaign to build awareness and a precision-targeted Door Drop to convert interest into sales.
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What made the TV campaign effective?
It built recall and awareness in an “Information Only” capacity, supported by the product’s mention on BBC2’s Trust Me I’m a Doctor.
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What results did the campaign deliver?
A double-digit sales uplift, stronger brand recall, and a foundation for customer retention and lifetime value growth.
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What regulatory challenges did Ideas + Outcomes have to overcome?
MacuShield the brand name in the eyes of Clearcast was an unsubstantiated claim which restricted the messaging and content of the TV ad, requiring careful navigation to avoid any ASA complaints.