Redpoint Marketing PR, Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: 1-800-Contacts partners with agency to support customer relationships amid increased demand

Redpoint Marketing PR, its new tech platform, to spearhead the omni-channel experiences at the heart of its innovative customer relationship management strategy. The contact lens retailer's customer-centric approach, along with "advanced" marketing initiatives, stepped up its game as it geared up to reach and connect with a whole new audience during the global pandemic. 

So far, Redpoint has enhanced campaign management, and it's now helping 1-800-Contacts create simplified, intelligent orchestration. As platform use expands, the agency will deepen campaign capabilities, enabling a full 360° view of the customer.

Over the past year, 1-800-Contacts has strengthened its focus on utilizing personalization tech to scale an already best-in-class approach, adapting its marketing to the times. The company responded to the coronavirus by simplifying shipping and eCommerce, enhancing its customer connections and removing friction from its customer experience.

Now that so much vital care is limited due to the pandemic, 1-800-Contacts has become a key healthcare resource. It continues responding to increased demand from everyone from first responders to frontline healthcare workers to customers unable to obtain new lenses from their doctors. These people especially are looking for affordability and reliability in their search for necessary lenses. 

Recent hires include CRM marketing manager Stephanie Hileman (April) and digital marketing manager Oliver Hughes (July); these appointments signal continued ad spend increases ans an increased focus on digital channels.

According to iSpot's approximations, YTD national TV spend of $18.5m targeted Gen-Z, millennials and Gen-X (see targeting right), more than 6x the $3m spent by this point last year. 1-800-Contacts has already more than doubled its full 2019 spend, which declined severely to $7.6m from $15.6m in 2018.

From August 2019-2020, Adbeat estimates the company allocated $1.8m toward digital display ads, down 28% from the $2.5m allocated from August 2018-2019. Most of the past year's spend went toward YouTube videos ($602k) and programmatic ads placed by Google DV360 ($1.1m) onto sites such as cardgames.io ($242.8k), pch.com, match.com, espn.com and coolmathgames.com.

As you can see, lower digital display ad spend allows for higher national TV commercial spend. 1-800-Contacts has a wide target demographic ranging from Gen-Z to Gen-X. Kantar data reports it also utilizes local broadcast.

Agency & martech readers - We don't see major signs of upcoming roster shifts, so prospect elsewhere for now. around a year ago.