Clearly

The Objective

A proudly Canadian company, Clearly is on a mission to eradicate poor vision. With over 1/3 of the world’s population lacking access to good vision services, Clearly has committed to donating a pair of glasses to a person in need with every pair purchased; to date they have 100 projects worldwide and over 560,000 pairs donated.

Clearly was looking for a new way to drive brand awareness and consideration with an untapped demographic that lives on TikTok. Additionally, the brand wanted to inclusively and interactively connect Clearly to the TikTok community and drive engagement on the platform through organic and paid methods.

The Solution

Clearly partnered with TikTok to launch the #ClearlyTransform Branded Hashtag Challenge. As the campaign's key message was to look good and feel confident while wearing glasses, the challenge called on the TikTok community to show off their best looks with their favourite pair of glasses.

To further increase awareness, Clearly invested in various branded solutions and ad products, and leveraged custom music created by  Marmoset, an official TikTok Sound Partner, that featured the brand's name in the lyrics. This catchy and viral tune boosted brand and ad recall while encouraging overall participation."

A key component in the success of this brand activation was the use of creators. Clearly partnered with five high-profile creators to develop content for the Hashtag Challenge. These creators showed up in a big way showcasing Clearly as the "ambassador of cool."

Clearly understood the importance of leveraging engaging user-generated content that tells a story in an authentic and creative way rather than forcing a message behind ads. Instead of focusing on branding, Clearly allowed the creators to interpret the challenge and come up with tailored content in their own unique voice for their audiences. These creators focused on developing transition videos, showing their look before and after putting on glasses. While there was product placement, it was focused less on the brand and more on the challenge itself in an engaging way that allowed easy participation.

The Results

The impact of this campaign was clear. With 20 million video views and tremendous reach, the brand increased its followers by 12,000 in the first 6 days of the challenge. The challenge reached more than 116 million unique users globally over the 6 days it was active, resulting in more than 241,000 video submissions and 32.7 million engagements.

The strength and uniqueness of the campaign audio and visuals successfully grabbed users’ attention and encouraged them to engage with Clearly. As a result, Ad Recall increased 13% outperforming the Kantar norm for the Apparel/Accessories category.

Clearly understood the importance of brand placement, messaging and timing for better brand recall. Its investment in upper funnel tactics and openness to inviting user-generated and creator content in an authentic way helped drive lower funnel direct response results that not only achieved but exceeded its goals. Clearly was so impressed with the results of this campaign that they are now collaborating with viral Canadian creator @yoleendadong on a product collaboration.