How did Rosetta create customer-driven demand for its client’s contact lens products?

Situation

A leading contact lens manufacturer sought an innovative way to shift brand choice and purchase decisions from the eye doctor to the consumer.

Solution

Rosetta developed a comprehensive CRM program to engage prospects. The program was designed to strengthen the consumer relationship, spurring customers to specifically ask for the brand when they walk into the eye doctor's office.

Program features included:

• Adding a direct response component to existing equity advertising
• Changing from "push" to "pull" marketing
• Capturing prospect information in a marketing database
• Measuring and optimizing the capture-to-purchase media vehicle-offer-message combinations

Impact

• Fivefold lift in consumers asking for the brand among database registrants
• 200% increase in brand share among registrants