How You See It is a digital video experience from LensCrafters that leverages Facebook connect to show people all their eyes have seen, impressing on them the power of human sight and the importance of caring for their eyes. “Remember when you first saw her?” the voiceover asks as you see a picture of you and your wife from three years ago. With smart versioning and search queries, the experience captures every individual, whether they’re married or not, have a lot of photos or very few—and draws them into the experience seamlessly in a way that feels almost magical.
In the end, people are left with a custom Facebook cover photo, filled with images from their life, which can be shared via Facebook.
And a new, distinctly personal connection to a brand previously known for their semi-annual sales and 1-hour service.
Goals & objectives
As part of a larger new branding effort, LensCrafters asked us for a digital experience that would tell the emotional story of the brand, exploring the power of human sight and the importance of caring for this most precious gift. With their new “You see, We see” campaign, new efforts were being made to make a deep, personal connection with customers.
We needed an experience that could live on LensCrafters.com to tell the emotional story of the brand—something that could be made with little budget that would be actively shared across social channels, since little to no media would be spent to support the effort.
We focused on creating an experience that spoke directly to people, telling their story as opposed to that of fictional characters. Nothing elicits a reaction quite like the sudden appearance of photos people haven’t seen in years. We used this insight as a way of truly highlighting the power of sight—of what we see, have seen, and hope to see tomorrow. By the end, it’s easy to agree that sight is something worth caring for.
With no media to promote the experience, we knew we needed a takeaway that could be shared organically on Facebook. The custom cover photo created a powerful keepsake that spread the message in a way that offered value without seeming self-serving for the brand.