International growth case study
with PR and links in five countries
for contact lens pureplay

Supporting Vision Direct's amazing growth with company news, product releases, expertise, thought leadership and Digital PR campaigns in the UK and European markets.

Contact Lens Pureplay
Case Study Results


Top tier media placements






Keywords on page 1 in SERPs




Vision Direct is the UK’s first and largest contact lens pureplay online retailer, established in 1998 and now Europe’s leading pure in the sector. We supported its continuous growth with PR and Digital PR across international markets (UK + mainland Europe). 


The objective of the activity was to leverage PR and Digital PR to raise the company’s profile in the media, promote corporate news, product launches, marketing promotions and drive high-value links to their international websites. The project looked at creating a diversified collection of touch points for Vision Direct target customers in relevant press as well as drive high-value links to support top organic search rankings.

The Solution

We developed an integrated strategy that leveraged a blend of PR, Media Relations and Digital PR tactics to capitalise on various opportunities throughout the year and serve a different goals: build awareness, consideration and trust through earned media and develop data-driven content campaigns to earn valuable links. In addition, we leveraged reactive PR requests to deliver our news, products, quotes and interviews directly into journalists’ inboxes, and developed several topical campaigns timed with key trading periods.

The Results

The integrated activity delivered over a hundred earned media placements over the course of nine months and an impressive amount of links in the UK as well as in international markets.

Ongoing PR and Media Relations served as an “Always-On” activity, allowing us to capitalise on the topical media agenda to promote expertise from the Vision Direct’s leadership team. In addition, we also promoted products to shopping editors, resulting in several “Best Buy” features that highlighted Vision Direct’s products and benefits across national newspapers and relevant magazines. 

Together with ongoing media relations we also developed data-led content marketing campaigns to drive those all important high-value relevant links. One of our campaigns, surveying coloured contact lens wearers about whether they tell the truth about the real colour of their eyes on a first date (ahead of Valentine’s Day – of course!), launched with a bang in Vogue UK and went on to generate other high-value placements in top UK press.

We also strategised the concept and development of a successful pan-European product design competition called Visionaries, encouraging entries from product design students across five countries to tackle day-to-day issues faced by contact lens wearers.  

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