To establish Atol as a challenger in the optical market, competing against well-established or leading players (such as Afflelou, Krys, Optic 2000…) despite the absence of significant news, announcements, or strong innovations.
PROBLEM STATEMENT
ACTION PLAN
- Positioning the company’s CEO as a thought leader through impactful public statements: opinion pieces (addressing regulatory challenges, exploring the “Made In France” concept for the industry) and interviews featured in economic columns and entrepreneurship discussions.
- Crafting press narratives around the brand’s Unique Selling Propositions (USPs): highlighting the pivotal role of the logistics platform, emphasizing their pioneering efforts in relocation, focusing on HR and health-related aspects.
- Implementing a “bottom-to-top” approach to bring attention back to Lexilens, a device for dyslexics that has been in the market for several years. This involves identifying users and establishing contacts with regional press for exclusive dedicated articles.
- Creating content to proactively address consumer topics related to recurring events: solar protection, blue light exposure, migraines, etc.
RESULTS
- 236 clippings, including 130 major dedicated ones
- 50 interviews: TF1, BFM, Sud Radio, France 2, Radio Classique, Europe 1, Le Parisien, Capital, Les Échos, La Tribune, Le Figaro, PQR…
- EAE €984,000
