Take a Second Look: At You
The last digital component of this campaign would involve having millennial customers identify with homelessness in a more personal way and having Zenni’s cause resonate with them. Zenni will show customers what they would look like if they were homeless. Using photo capturing software and digital filters, Zenni would transform any photograph uploaded by past or potential customers to show wrinkles, dirt, blemishes, facial hair, puffy eyes, etc. This would be accompanied by the tagline of the campaign, #TakeaSecondLook, and an appeal to customers to help Zenni put glasses on those who are homeless in America. The images would be easily sharable on social media (Facebook, Instagram, Snapchat) and would direct viewers to a Zenni landing page showcasing how Zenni is putting glasses on homeless Americans with each customer purchase of corrective eyewear.
Figure 12. Example of transformation to homeless.
Zenni’s campaign seeks to incorporate interactive marketing components to engage millennials in Zenni’s cause. By reaching millennials with creative marketing techniques, Zenni will not fall victim to marketing clutter in the city. Additionally, the campaign will be more authentic and sincere; none of these interactive components sounds like a shameless appeal to buy Zenni glasses. The tone of this campaign should be genuine interest in helping homeless to get eyewear. Zenni will reach millennials who have a desire to adopt Zenni’s cause and will decide to purchase eyeglasses online through Zenni because the message resonates with them.
Alexandru, Andrea. (n.d.). No Pants Subway Ride Day. [Online image]. Mediafax Foto. Retrieved January 27, 2016 from http://traintraveling.com/news-links/current/
Harry Potter. (2016, January 16). “It is our choices, Harry, that show what we truly are, far more than our abilities”-Dumbledore. [Online image]. Retrieved January 27, 2016 from https://www.facebook.com/harrypottermovie/
Homeless Americans. (n.d.). [Online images]. Retrieved February 2, 2016 from Google Search “homeless” “American” “black and white” “photo”
LensCrafters 30-day satisfaction guarantee. (n.d.). Retrieved from http://www.lenscrafters.com/lc-us/our-guarantee
Marquie, P. (2015, November 4). This is what ‘Homeless in New York City’ looks like. [Online image]. Retrieved from http://williamandpark.com/this-is-what-homeless-in-new-york-city-looks-like/
McGeehan, P. (2015, February 1). As tourism record is set, New York City sees surge in Chinese visitors. The New York Times. Retrieved from http://www.nytimes.com/2015/02/02/nyregion/as-tourism-record-is-set-new-york-city-awaits-more-chinese-visitors.html?_r=0
Mellery-Pratt, R. (2015, May 15). A closer look at the $13 billion premium eyewear market. Retrieved from http://www.businessoffashion.com/articles/intelligence/a-closer-look-at-the-13-billion-premium-eyewear-market
Millennial male modeling green merino wool sweater. (n.d.). [Online image]. Retrieved January 27, 2016 from http://thisismyhappiness.com/2014/12/13/holiday-gift-guide/
Pearle Vision FAQs. (n.d.). Retrieved from http://www.pearlevision.com/pv-us/why-pearle-vision/faq
Ross, E. (2015, May 11). 17 Mom.me bloggers who look like celebrities. [Online image]. Retrieved from http://mom.me/blog/19449-18-momme-staffers-who-look-celebrities/
Sallyjogary. (n.d.). Free stock image- coin operated view finder. [Online image]. Retrieved from http://www.stockfreeimages.com/7881009/Coin-Operated-View-Finder.html
Selfie in New York. (n.d.). [Online image]. Retrieved January 27, 2016 from http://www.mdgadvertising.com/blog/picture-your-selfie-in-legendary-locations-in-new-york-city-and-new-jersey-to-win-big/
SPLASH. (2015, October 13). Richard Gere as homeless. [Online image]. Retrieved from http://www.express.co.uk/celebrity-news/611708/Richard-Gere-undercover-homeless-man-Time-Out-Of-Mind
Starling, T. (2013, November 29). Mormon bishop goes undercover as homeless man to teach congregation a lesson. [Online image]. Retrieved from http://www.nydailynews.com/news/national/mormon-bishop-undercover-homeless-man-article-1.1532867
Zenni Optical. (n.d.). Retrieved from http://www.zennioptical.com
Zenni’s gift of vision. (n.d.). Retrieved from http://www.zennioptical.com/lionsclub