Auckland Eye — Overhauling Auckland Eye’s social media strategy to reach new audiences.

When Auckland Eye came to us their social media was struggling to reach the right audience. They'd spend on their socials, and advertising, but they weren't bringing in new customers.

Our first step was building trust. A social media page should show off a company's strengths. Posts focused on educating and informing customers about all their options, and their health. We overhauled Auckland Eye's visual style; templates were simplified, made sleeker, and tone of voice was tightened. The result? A page that showed all the things you'd want from a healthcare professional: expertise, care, and precision.

Everyone's eyes are different, and the right kind of eye care won't look the same as your neighbour's. Auckland Eye needed an ad strategy that reflected this. We created ads tailored to specific treatments, and the audiences most in need of them. These ads also focused on long-term interest, keeping Auckland Eye in mind for when a customer is ready to make the decision that's right for them.

This strategy resulted in a huge spike in reach, clicks, and impressions. At the same time, we saw Auckland Eye's cost per click and impression going down. Audience segmenting was working. For every dollar they spent on ads, they were getting nearly twice as many results as they had before.

• 104% increase in Ad Reach (1 million to 3.4 million)
• 72% decrease in Cost Per 1000 Impressions ($4.25 to $1.98)
• 19% decrease in Cost Per Click ($0.45 to $0.37)
• +183% increase in Page & Profile Impressions (6.2 million to 17.8 million)
• +122% increase in Organic Page Views (75k to 167k)
• +208% increase in Organic Post Views (50k to 150k)