Following the successful Screen Pollution campaign in 2019, Multiópticas challenged us to get society even more involved in the awareness message around responsible screen use. We realised the our babies and children are often the most vulnerable to this problem but also the most neglected a lot of the time. That’s why we decided to turn the tension up to the max and create a series of products capable of highlighting certain recurring habits that parents have with their children, often unaware, in order to show them, alarm them and invite them to reflect.
By listening to real requests from fathers and mothers on social media, we created some infant furniture products with the controversial screens built in. But we started wondering how we could get our message across to society and generate the debate we wanted.We opted for a two-stage strategy. The first off-brand stage sought to generate conversation, cause a stir and raise controversy, in which the protagonist behind the action would not be Multiópticas but rather a fictitious Spanish start-up called ‘SP Future’. A brand that had supposedly commissioned a series of relevant Spanish influencers to raise the profile of its products. This stage was essential for reaching as many people as possible. To do so, we created a launch advert, a website and produced content and images for the social media profiles of ‘SP Future’ weeks before the launch, doing everything necessary to make it look like the company was real.After creating a huge wave of indignation around SP Future, we revealed that the company did not exist and that Multiópticas and its Screen Pollution story was behind the initiative to raise social awareness about responsible screen use. The negative conversation then became a wave of positive conversations and media impacts with a positive effect on the brand’s reputation and the sale of products related to eye health and screens.
The campaign led to a 240% increase in blue light filter sales for Multiópticas. Over one million organic views of the video on Instagram in under 48 hours. The campaign now has over 200 media impacts, both national and international, reaching an audience of more than 37 million people. The campaign opened a debate with an audience of more than 3.8 million people, leading to over 20,000 comments and in excess of one million interactions with the content related to the campaign in under 48 hours.
Following the impact from the first Screen Pollution campaign, LLYC proposed we go a step further and forget about conventional formats to build a campaign clearly focused on conversation. At Multiópticas, we are very glad to have chosen this approach and with the highly positive reputational and business impact for the brand.
Javier Sánchez Ciudad
Head of Marketing at Multiópticas