ZEISS Innovation Week 2024 Marketing Campaign
Connect with ophthalmologists in small moments throughout their busy days.
The Ask:
Build a proof-of-concept to showcase how we would plan, design, build, and manage ZEISS’ 2023 Innovation Week campaign.
What success looks like
•Raise awareness of the ZEISS brand and new products
•Establish ZEISS as a digital thought leader
•Generate high-quality leads (HCPs and NCDMs, not patients)
•Build high-quality content pool for future campaigns and events
KPIs
•Drive increased video views (7k-8k benchmark from previous event)
•Form fills, registration (if applicable), email sign-ups
•Engagement with paid and organic media including likes, comments, shares, views, and mentions
Challenges faced
•Connecting with HCPs and NCDMs, avoiding the general public and potential patients
A Branded Campaign:
Physical Assets
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ZEISS Branded T-shirts
Zeiss Innovation Week 2024 was an engaging in-person event that allowed us to showcase our brand effectively. By ensuring that attendees wore ZEISS-branded apparel, we enhanced our visibility and representation both within the booth and throughout the event.
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Mailer Kit
We created a series of mailer kits designed to engage attendees and generate excitement for the upcoming event. Each kit includes a selection of branded materials that attendees can proudly wear and use in the lead-up to the event. These items aim to not only enhance the overall experience but also to build a sense of community among participants.
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Box Insert
Within the Mailer Kit, we crafted an insert designed to deliver essential information about the event while also expressing our sincere gratitude for the attendees' presence. Every component of our design system was branded consistently, ensuring the insert aligns with our overall aesthetic and messaging.
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Industry Publication
Utilizing industry publications, such as specialized magazines, offers a strategic way to enhance marketing for ZEISS Innovation Week 2024. These publications attract readers interested in innovation and technology, making them ideal for reaching a targeted audience. Featuring articles, advertisements, and editorials about ZEISS products and the event can engage key stakeholders effectively.
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Direct Mailer
Direct mailers were selected for ZEISS Innovation Week 2024 to effectively engage our target audience. By sending high-quality, visually appealing materials, we aimed to capture attention and generate interest. This approach adds a personal touch, ensuring key event details are memorable.
A Branded Campaign:
Digital Assets
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Social Ads
We used social media to raise awareness of the event, with the tagline "See You There." The campaign featured insightful quotes from optometrists on ZEISS products, emphasizing quality and relevance.
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Podcast Ads
A significant number of attendees, all optometrists, primarily engage with podcasts. We tailored our marketing strategy to resonate within this medium, maximizing impact and fostering deeper connections to enhance visibility.
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Banner ads
These banner ads integrate into relevant webpage sidebars to maximize visibility. By placing them in high-traffic areas, we attract new users and encourage engagement. Each ad emphasizes clarity, visual appeal, and key messages, inviting connections and enhancing brand awareness online potentially beyond our target audience.
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Email
Email serves as a vital conduit for reaching a professional audience effectively. Research indicates that email blasts exceed the effectiveness of social advertising strategies by 17%. This highlights email's significance in communication and engagement, particularly in professional environments where timely information is essential.
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Youtube Ad
YouTube ads effectively generate excitement for conferences. Their wide reach and engaging format create attention-grabbing ads. Targeted advertising aligns campaigns with the conference's theme. The platform's interactivity encourages viewers to register and learn more.
Updated Website Landing Page
We were also tasked with the update and redesign of the ZEISS Innovation Week landing page. This new structure features three distinct versions of the webpage: Pre-Event, During Event, and Post-Event. Each version is designed to engage users and encourage repeat visits, providing fresh information daily. Users can easily access event details, register for ZEISS Innovation Week 2024, and explore a range of ZEISS products alongside highlighted sessions from the event. This comprehensive design ensures that attendees are well-informed and connected throughout the entire experience, enhancing their overall engagement with the ZEISS brand.