An eye for an ear: Camden creates branded audio content for Transitions^® light intelligent lenses

Essilor brand turns to Montreal agency to produce podcast for eyecare professionals

Montreal, September 30, 2021 – Camden has produced and branded a new bilingual podcast series for Essilor Canada subsidiary Transitions. Essilor’s Eye Pod Canada features interviews with opticians and optometrists who discuss their professional experiences and the latest offerings from the eyeglass lens brand.

The popularity of podcasting has increased significantly in recent years, but B2B audio content is still relatively uncommon. As part of Essilor’s mission to explore new ways to help eyecare professionals increase their in-store conversion, the world’s leading manufacturer of eyeglass lenses saw an opportunity to access this untouched channel. In late spring, Camden was therefore asked to work closely with Essilor to create a podcast that delves into the world of ophthalmology from an expert’s perspective.

As part of the mandate, Camden was required to develop an original brand identity for the podcast, including naming and an instantly recognizable visual. In a smart twist on the “earpod” concept, the name that Camden came up with was Essilor’s Eye Pod. The agency also created a landing page on the essilor.ca website to house current and future episodes of the podcast series, as well as a series of ads in eyecare industry online trade magazines. Social media platforms also feature heavily in the promotional campaign for the podcast, with highly targeted ads appearing on LinkedIn, YouTube, and Facebook.

“At the end of last year, when we started planning our strategy for 2021, I was looking for ways to get more eyecare professionals talking about Transitions lenses. During the pandemic, podcasts reached new levels of popularity, and we felt it was a medium worth exploring. Camden’s team was equally excited by the project’s potential to engage with our employees and eyecare professionals. They immediately seized this unique opportunity to create a podcast series that perfectly aligned with our vision and our values,” explained Mathieu Arsenault, Brand Manager of Transitions and Xperio, and project lead.

“Established brands are increasingly leveraging their credibility to engage more strongly with audiences through branded content, and the Essilor Eye Pod series for Transitions is a perfect example,” commented John Dutton, Chief Creative Officer of the Camden network. “Camden’s video, audio and written content creation service is in demand, and we’re excited to work on similar productions in the future.”

Camden has been handling social media content creation and publication for Transitions Canada since 2019, with regular posts on Facebook and Instagram

Credits
Client: Essilor, Andreea Damian and Mathieu Arsenault
Client Services: Virginie Testaud
Creative Director: John Dutton
Copywriter: Victoire Pottiez and Olivier Lasselle
Art Direction: Fred Roy
Graphic Design: Éva Ducharme and Félix Crépeau
Sound Mixing and Editing: Caroline Perrin
Host: Olivier Lasselle
Strategy and Media Planning: Camille Poulin
Campaign management: Pratik Mistry
Quality Assurance: Cristina Marziale
Coordination: Angélique Boulet