The brief was to support the launch of OXSIGHT’s latest product, a high tech AI-powered device called OXSIGHT Onyx, which was specifically designed to restore sight to the millions affected by central vision loss. This is most commonly caused by macular disease, but also conditions such as diabetic retinopathy and Stargardt disease.
Having previously worked with a number of optical and eyewear brands, and charities in the sector such as the Macular Society and the Childhood Eye Cancer Trust, The Tonic recommended a PR strategy underpinned by storytelling. A primary objective was to raise brand awareness by placing real stories of people who had had their lives changed and independence restored by the smart glasses.
In addition, The Tonic provided consultancy managing OXSIGHT’s social media platforms, and delivered content on any ongoing basis. This included copywriting for the company’s customer brochure, for the website and content writing for advertising and partner communications, such as the Macular Society enews and Side View magazine.
The results of the eyewear PR strategy included:
- The experiences of blind hockey player Nathan was covered by Daily Express, LBC Radio and was syndicated to over 20 regional titles across the UK, such as Wales Online, Daily Post and Belfast Live
- New mum Kayley, who saw her daughter properly for the first time wearing OXSIGHT Onyx was featured in the Daily Express, Evening Standard, Metro, Yahoo (online and video segment) and The Independent. A segment was also secured on ITV’s This Morning, which was declined due to unforeseeable circumstances.
- 58-year-old Kathleen’s story of living with macular disease for over 20 years prompted The Sun to run an exclusive.
Overall the media liaison generated a reach of over 185 million for OXSIGHT.
If you’re an eyewear brand looking for a PR partner, or need marketing or content support to engage with the optical industry, The Tonic can help. Get in touch with our experienced healthcare team here.