Multinational and Multilingual Branding Campaign

Background

Abbott Medical Optics (AMO) is a division of Abbott Laboratories and is a global. broad-based health care company which employs more than 72,000 people and markets its products in more than 130 countries.  AMO use Latitude Express to promote its blink intensive tears product which has be specifically formulated to provide protection and comfort for eyes that feel dry, irritated or uncomfortable. Latitude Express promote blink intensive tears via PPC, Display and Youtube across the UK, Germany and Italy.

The challenge

Abbott Medical Optics market a range of consumer lubricant eye drops under the Blink brand throughout Europe. The range consists of blink refreshing eye drops, blink contacts eye drops and blink intensive tears eye drops.

The objective set was to increase brand awareness by driving qualified traffic to AMO’s blink intensive branded websites across UK, Germany and Italy through a number of different of channels.

The solution

•  Restructure, optimise and expand the current German, Italian and UK PPC campaigns.
• Across Google, Yahoo and Bing to increase reach and gain as much exposure as possible.
• Build new campaigns to specifically target the Google Display Network using both image and text ads. By using managed placements we are able to drive qualified traffic to the three different sites.
• YouTube targeted campaigns to increase brand awareness and gain maximum exposure through in-video overlay and companion banner adverts.

The results

The campaigns proved a great success with a 1569.44% increase of traffic driven to all three sites through paid search. Individually, blinkintensive.com experienced an increase in traffic of 939%, blinkintensive.de an increase of 2135% and blinkintensive.it by 8081%.

“A successful multinational and multilingual branding campaign using PPC, the GDN and Youtube”

Debbie Cheshire,

Product Marketing Assistant,

EAM Marketing