ABB Labs Stock Lens Marketing Strategy - ABB Optical Group
ABB Optical Group is a leading provider of optical products, services and business solutions in the eye care industry. In recent years, ABB Optical Group wanted to create a new awareness campaign highlighting the specific value propositions of ABB Labs to connect with the 90% of ABB customers that were not currently engaging with their labs division.
Along with this initiative, Origo was asked to update the design and messaging of the previously created assets for ABB Stock Lens (another ABB service offering), an offering of ABB Labs that provided quality manufactured lenses at an affordable rate for patients.
- Messaging Strategy & Guidelines
- Digital Advertising
- Print Advertising
- Email Campaigns
- Copywriting & Messaging
- Tradeshow Design & Strategy
Origo conducted research exercises with members of the ABB Labs and Stock Lenses teams, including surveys of leadership and key stakeholders to help identify key insights and competitive advantages of ABB Stock Lens’ offerings.
Using the findings from the research, Origo crafted a master conceptual direction for the new ABB Labs story and campaign, which was then used to apply the new design style to the previously-created Stock Lens marketing tactics, promoting this competitive offering to ABB Labs customers.
Origo updated the messaging based on research exercises with the ABB Stock Lens team and refreshed the previously created print ads, e-blasts, digital ads, and fliers. By using revamped marketing materials that used new and engaging messaging, ABB was able to generate greater awareness and engagement for their ABB Stock Lenses product offering.