Adkaora, Hej! and Meaningfool team up for Alcon’s new “drive to store” campaign promoting the Precision1 pop-up

AdKaora, the international Martech digital agency of the Mondadori Group, together with Hej!, specialised in conversational marketing, and Meaningfool, a next-gen creative agency partly owned by Mondadori Media, supported Alcon in promoting the free trial of its Precision1 contact lenses at the new pop-up in Piazza Gae Aulenti, in the Porta Nuova district of Milan.

The three companies designed a complete funnel, where digital strategy, creator-led video content, performance marketing and in-store experience come together to create an integrated drive-to-store campaign, running from September 16th to December 15th.

With this project, AdKaora, Hej! and Meaningfool launched a new framework that combines data, technology, media and creativity, redefining both the user experience and the relationship between digital channels and physical retail spaces, while measuring the overall impact.

THE DRIVE-TO-STORE CAMPAIGN

AdKaora implemented a mix of channels and technologies to reach the target audience and drive traffic to the pop-up. Interactive rich media formats were used to boost engagement and raise product awareness, while a blend of display and social drive-to-store activities increased visibility and encouraged visitors to experience the event in person. Key measurement tools included Footfall analysis - to assess the campaign's impact on pop-up visits - and Brand Lift studies to evaluate campaign effectiveness in terms of brand recall and perception, while also gathering valuable socio-demographic insights on the target audience.

Hej! brought its expertise in Conversational Performance Marketing to the project, integrating a conversational strategy that used personalised messages and customer journeys to generate interest, inform users about the features of the lenses, and guide them towards booking a free trial at the pop-up. This one-to-one approach not only improved the quality of the leads collected but also strengthened customer relationships, offering seamless integration with Alcon's booking system.

Meaningfool, meanwhile, designed and produced a UGC video campaign on Meta that ran throughout the entire funnel. Three creators brought the pop up's storytelling, built around the parallel between finding the right "feeling" with your contact lenses and in a romantic relationship, to a new, more ironic level. The free trial of Precision1 lenses became a playful opportunity to see people better on first dates, the complimentary pouch for visitors turned into a place to stash failed flings, and the pocket mirror became a tool to spark a chance encounter on the street. The creators guided the audience through every step: sharing full details of the initiative, recounting their own first hand experience, and highlighting the top three reasons not to miss the trial.

The two performance campaigns that closed the funnel, both aimed at driving online bookings, included a first video with multiple creative variants for testing, followed by a second retargeting video.