Essilor has launched a four-week multi-pair lens promotion to support independent optical practices by driving patients to store.

It included hyperlocal media campaigns that would start in May and run for a further four weeks across platforms such as Facebook, Instagram and Google to promote Essilor’s Varilux and Transitions brands.

Tim Precious, managing director at Essilor UK, said: ‘Our “drive to store” campaign is expected to create over 100 million impressions across the digital channels with messaging that will influence and incentivise consumers, encouraging them to think about their eyes, book an optical appointment using our optician store finder and take up the multi-pair lens promotion with our independent business partners.

'We believe that our continuous investment in national media and hyperlocal campaigns continues to play a key role in driving footfall into Essilor Experts this spring and help to boost business.’

When a patient clicks on a digital advert, they will be directed to book an appointment at a local optical practice.