Opto-Réseau – Playlist
Context
Amid rising trade tensions with the United States and a growing buy-local movement in Québec, Opto-Réseau — a network of 86 optometry clinics — wanted to affirm its commitment to Québécois culture.
Challenge
How could Opto-Réseau tangibly show meaningful support for its Québec consumers during the boycott of American products?
Creative approach
We developed an original concept: a themed playlist of 100 Québécois songs about eyes and vision, to be played throughout the network’s clinics.
Rollout
In just four days, we rolled out a fully integrated communications plan. In addition to the playlist, we created banners announcing Opto-Réseau’s stance, prepared a newsletter to brief clinic owners on the initiative, and created another newsletter for clients.
Result
All 86 clinics unanimously adopted the playlist. Several franchisees shared positive feedback with the head office. The initiative also performed strongly on social media, with a 1.5% click-through rate on Facebook carousel ads.