The work started with the technical task of creating the LVC “Eye Detector” quiz. The team at LVC came up with a few very specific questions that are used to assess whether or not someone should even pursue the idea of having LASIK done. There are some immediate deal-breakers that can eliminate many people who are thinking about having the procedure. The quiz itself was easy to follow, simple, and just a few questions long. At the end, the quiz taker was given a “Thank You” message that confirmed that their quiz submission was entered and told them to be ready for a gift card to be mailed out to them. The quiz “lived” on the LVC website, so when people clicked on the social media ads for the quiz, they were taken to the website to complete the form.
Company 119 decided to A/B test two different styles of ads to find out which messaging style would be more effective. One ad was a simple graphic that focused primarily on eyesight and eligibility. It was colorful and was presented in a GIF format, depicting a magnifying glass with an eye in the middle, playing up the original “Eye Detector” sleuth theme.
The second ad was heavy on salsa. You can’t have access to give away Barrio gift cards and not feature the tacos. We decided that a cell phone video might be effective because it would look like someone was just hanging out and taking a video of their food, which is highly common at Barrio. Our Lead Creative, Ryan Gilkerson, was more than willing to shoot the video while chowing down on some food, so he headed to the Barrio location in Cleveland Heights.
The commercial’s theme was that everything looked better after LASIK, even tacos. The idea was to show people that without glasses you would have a whole new look, but tacos don’t wear glasses. As you can see from the clip below – we changed that thinking on the spot:
It became obvious early on that the taco ad was a hit. The decision was made to put the full ad spend budget behind that video rather than the GIF. The results were astounding, and LVC was one happy client.
LASIK Vision Centers of Cleveland spent $261 in the month of October on the ad. That led to them receiving over 42,000 impressions! 22,000 people watched the video, and half of them watched it for at least 3 seconds, which is an important benchmark for gauging video success. Even more impressive was that 1,400 people watched all 15 seconds of the video. That is a great return on a video of tacos shot with an iPhone!
Google Analytics supplied some great numbers as well. 715 sessions were accounted for on the “Eye Detector” quiz page. 658 of those sessions were initiated by new users. Those sessions led to 326 people actually submitting quiz results and 100 of them got tacos!
Within a few days, there were already good, qualified leads coming in for appointments, and the quiz was a success. The quiz went so well that LVC is thinking about doing it again, with even more tacos. Our team couldn’t be more excited to lend a hand in anything involving our friends at LASIK Vision Centers of Cleveland, especially when Barrio Tacos is involved!
