Encouraging self-care on social with Artelac

Although health, wellness and self-care are hot topics on social media, consumers continue to neglect taking care of their eyes.

Artelac, a range of eye drops from Bausch + Lomb, came to Tigerbond to launch a campaign that encouraged consumers to pay more attention to their eye health and consider their eye drop products.

Leaning in to the health and wellness angle we kickstarted a “Self-Care Sunday” campaign for Artelac on Instagram.

Over a 10 week period, we partnered with a new content creator each Sunday. The content creator would give consumers a glimpse into their unique self-care habits and routines.

This was done through a collaborative Reel between Artelac and the creator, along with a series of live stories – answering self-care questions and showing behind-the-scenes of their weekly reset.

Of course, a key element of the creator’s self-care routine was to be eye care and using Artelac eye drops to alleviate dry eye symptoms.

We focused on collaborating with a range of influencers to ensure that we accurately illustrated the diversity in how everyone defines “self-care”. For some creators it was a morning run and a superfood smoothie, while others chose to relax in the bath with a good book.

The campaign captured the attention of self-care-obsessives and started to align eye care to self-care. We kickstarted important conversations about how “wellness” is open to interpretation and everyone has their own idea of a “weekly reset”. We created a real sense of community over the ten week period – with influencers and followers cheering on the weekly creator and celebrating their unique take on self-care.