Case Study: EyeMed Vision Care drives broker engagement with Responsory's transparent multichannel campaign

EyeMed Vision Care drives 27% of landing page views to Lunch & Learn requests with Responsory

EyeMed Vision Care, a leading vision benefits company, partnered with the marketing firm Responsory to address a key challenge: educating brokers on their transparent benefits in a way that would cut through a crowded market. The goal was to transform a complex topic into an engaging campaign that would not only inform brokers but also captivate them, ultimately building trust and driving them to schedule Lunch & Learn sessions.

Responsory developed a multichannel campaign centered on a creative "transparency" theme, using a three-part series of mailers, emails, and landing pages with compelling "Good for, Bad for" messaging. This approach successfully simplified the message and stood out to the audience. The results were highly successful, with the campaign achieving a 27% conversion rate from landing page views to immediate Lunch & Learn requests, effectively positioning EyeMed as a trusted advisor.

EyeMed Vision Care