Tonic puts eye tests in focus with award-winning case study PR

The Tonic developed a case study PR strategy to promote a Vision Express partnership with Vision Matters for National Eye Health Week 2019.

Compelling customer stories were identified to deliver the message of the importance of regular eye tests. The flagship case study The Tonic selected was the story of a mum whose two-year-old was diagnosed with a brain tumour from a crucial eye test.

The key messages focused on the importance of regular eye tests and how early diagnosis can mean quick treatment and better outcomes.

Between 25 and 30 September 2019, The Tonic secured:

  • around 300 pieces of coverage
  • reaching 168 million people
  • delivering an AVE of around £500,000

Media outlets covering the story included Daily Mirror, Daily Mail, Daily Express, The Sun, New York Post, MSN, Yahoo, Metro, Sky News and most UK regional newspapers.

Broadcast coverage generated included a primetime Channel 5 News segment, and the Vision Express optometrist and family featured on BBC’s The One Show.

As a direct result of Tonic’s case study PR activity, average weekly eye test bookings increased exponentially – by over 150%. Website visits were boosted YOY by 38%, and 17% more people attended their eye test YOY.

The campaign was silver winner in the BOC PR & Marketing Brilliance Awards 2019 and is a finalist for the upcoming PR Moment Awards 2020 and Marketing Week Masters 2020.

Get in touch with The Tonic team to find out how to maximise customer stories for consumer and B2B campaigns.