The Vision Council works to increase sunglass and other ultraviolet (UV)-protective eyewear purchases, while garnering consumer media coverage surrounding UV eye protection and its members' frame and lens products, through its general UV and National Sunglasses Day campaign. In 2017, general UV and National Sunglasses Day outreach resulted in more than 900 million impressions, and thus far in 2018, this outreach has resulted in more than 1 billion impressions. Consumer outreach includes traditional public relations efforts, social media promotions, blogger and celebrity partnerships, media tours and more.
UV MEDIA PITCHING
The Vision Council is working to educate consumers on the eye risks from exposure to the sun's ultraviolet (UV) rays by continuously pitching its key findings from the most recent UV-focused VisionWatch survey to health and lifestyle media outlets nationwide. As part of its pitching efforts, The Vision Council also provides media with information surrounding commonly asked UV-related questions, as well as how to kick start individuals' UV protection habits.
In 2018, National Sunglasses Day resulted in more than 1 billion social media, broadcast and online media impressions, with the official hashtag #NationalSunglassesDay trending on Twitter throughout June 27, while securing overwhelming industry support and promotions. Keep scrolling for an overview of The Vision Council's efforts and secured media coverage.
Organic Social Media Placements
The Vision Council distributed a press release via PR Newswire on June 25, while aggressively pitching social media editors at key outlets, encouraging social media coverage of the campaign using the official hashtags #NationalSunglassesDay and #SunglassSelfie. As a result, The Vision Council garnered more than 415 million social media impressions via the Instagram and Twitter pages of Kathie Lee Gifford, Jennifer Lopez, Fallon Tonight, "Good Morning America" and the U.S. Secret Service, among many others.
Sponsored Social Media Placements
The Vision Council partnered with fashion-, lifestyle-, health- and sports-focused influencers for sponsored Instagram posts featuring sunwear product from members of The Vision Council, and tagging the official campaign hashtags plus the handle @TheVisionCouncil. Additionally, for the first time ever, The Vision Council partnered with style influencer Dani Austin to "takeover" the Eyecessorize Instagram account on June 27, showcasing how she incorporates member sunwear product into her every day. The results of these sponsored posts are included in the above social media number.
Broadcast Media Placements
The Vision Council secured a national TV segment via "Daytime," plus regional segments on "KTLA" in Los Angeles, as well as "Good Morning Connecticut" and "CT Style" in Connecticut. Additional organic segments mentioning National Sunglasses Day also occured. As a result, The Vision Council garnered more than 146 million broadcast media impressions.
Media Tour Placements
For the second consecutive year, The Vision Council partnered with Marie Claire editor-at-large, "E! News" fashion correspondent and "GlamMasters" judge Zanna Roberts Rassi for a media tour sharing key campaign messaging, along with UV eye health and style tips, ultimately encouraging viewers to wear and purchase UV-protective sunwear. The media tour – which resulted in 29 live and live-to-tape interviews – was strategically filmed on June 13, to allow stations more time to prepare their segments leading up to June 27. The media tour garnered more than 24 million impressions. As part of The Vision Council's partnership with Zanna, she also published two sponsored Instagram posts for the occasion.