NDA CAMPAIGN
A global leader in optics and vision testing systems. Communication targeted at professionals (opticians and ophthalmologists) on LinkedIn and at end customers on Meta. A 3-month campaign combining technological education for the B2B sector with building relationships with B2C end customers.
The main task was to run a 3-month campaign combining technological education for the industry (B2B) with building relationships with end customers (B2C). The challenge was to maintain high-quality traffic while dynamically rotating topics and products at each stage.
We designed the campaign as a modular system, where each stage was based on a refined template, swapping the featured products and the context of their use.
Our B2C communication (Meta): we used an authentic „POV vibe” (Point of View) to show the world through the user's eyes. Warm tones and slice-of-life scenes emphasised that lenses mean a better quality of the moments you experience.
Our B2B communication (LinkedIn): we focused on a more professional message. We promoted advanced diagnostic systems and training programmes, positioning the brand as essential support for a modern optical practice.
Ad execution: we were responsible for preparing the communication line and for the publication and optimisation of the ad campaigns.
Needs segmentation: we prepared dedicated messages for specific groups – from drivers to people who work in front of screens.
Activities in the first stages produced results that exceeded the original assumptions many times over. B2C campaigns for patients reached 464,390 recipients (154% of plan), and the B2B channel on LinkedIn generated a reach of 172,943 (216% of the original estimate). The average cost per click (CPC) was kept at 0.25–0.38 PLN.
As part of the campaign, we created a content system combining education with the product offer.
Expert training: encouraging professionals to upskill.
Modern diagnostics: promoting equipment that integrates with opticians' workflows.
Visual Storytelling: a message built around the slogan „See what others don't see”.
Our Meta Ads activity in 2025 brought measurable results in the form of high-quality traffic:
Clicks: Nearly 3,000 link clicks were generated (1,382 in stage I and 1,585 in stage II).
Message effectiveness: Ads about the early detection of vision problems generated the most interest (746 clicks).
The campaign's success proved that precisely separating communication into emotional B2C and substantive B2B messaging was the key to success. Exceeding the planned reach (by 54% on Meta and 116% on LinkedIn) showed that combining modern aesthetics with an expert image allowed us to dominate the ad space.