Case Study: EyeMed Vision Care reaches recent retirees with Responsory’s Smart Zones platform

EyeMed Vision Care reaches retirees with Responsory in 8 weeks, confirming 64% of clickers

EyeMed Vision Care faced the challenge of marketing a tailored message to a highly specialized audience segment of recent retirees without having any customer or prospect list, lacking names, mailing addresses, or any other identifying information. They partnered with the vendor Responsory and its Smart Zones programmatic digital advertising platform to accomplish this seemingly impossible task.

Responsory built the target audience from scratch by analyzing data to find optimal demographics and used its Media Zones technology to serve digital banner ads on websites the audience was most likely to visit. The creative directly addressed retirees and a landing page used a self-select tactic to confirm their status. The results proved the solution was highly effective, as 64% of ad clickers confirmed they were the intended retirees from the specific company.

EyeMed Vision Care