Sept. 21, 2016
Essilor of America has launched a national campaign for Xperio UV polarized sun lenses featuring eight-time Association of Volleyball Professionals champion and Olympian April Ross.
Essilor says the campaign is designed to help consumers make an informed decision as they consider purchasing a pair of sunglasses.
>>Click HERE to view a video on how Ross relies on Xperio UV lenses to protect her eyes on the court, and to check out the digital ad>>
Digital ads featuring Ross can be seen on sites including Hulu, ABC.com and Pandora, and focus on why it is essential to protect eyes while outside. The campaign also includes print ads in national consumer publications such as Self, Golf Digest and Outside. Since launching in May, Essilor says campaign performance year-to-date has exceeded expectations with unique site visits increasing by more than 300 percent.
“We know consumers need to be educated on the importance of eye health and UV protection no matter the activity, time of day or season,” says Lauri Crawford, senior vice-president of marketing, Essilor of America.“Our partnership with April Ross, a world-renowned athlete, raises awareness for the sun category in a fun and engaging way while emphasizing the importance of optimal sun lens protection, which includes maximum UV protection.”
Ross is also teaming up with Xperio UV to launch a new program called A.C.E.S. – All Day Coverage when Exposed to Sun. To coincide with the digital advertising campaign, A.C.E.S. aims to inform people about how to reduce their risk of overexposure and protect their eyes through a social and earned media campaign.
“By joining forces with Xperio UV, I am able to highlight the powerful role eyewear plays in how we see the world and the importance of eye health. It seems obvious given my profession as a beach volleyball player, but it’s important to remember everyone is exposed to UV rays year-round,” Ross says.
