Icare Finland Oy
Brand definition and identity
DEVELOPING THE BRAND IMAGE OF A HEALTH TECHNOLOGY DEVICE
The Finnish company Icare Finland develops and markets eye pressure monitors, one of the biggest success stories in Finnish health technology in recent years.
TONOVET, a tonometer for veterinary patients, has enjoyed a very high market share and good brand recognition. However, its brand image has not yet been built up very systematically through marketing communications. Now Icare wanted to develop this aspect together with Parcero.
TONOVET is the first meter calibrated for animal eyes and the latest TONOVET Plus tonometer has settings for dogs, cats, horses and rabbits.
THE SOLUTION: THE CONCEPT “DIFFERENT EYES, ONE DEVICE”
We created an emotional, multi-channel marketing communication concept for TONOVET, called “Different Eyes, One Device”. At the beginning of 2021, we ran it for a month on digital marketing channels: on Facebook, Instagram and LinkedIn.
The aim of the digital advertising campaign was to reach the target audience, engage them with the ads and develop the brand image. The target group comprised veterinarians and their assistants in the United States, Canada, Europe, Australia and New Zealand.
RESULTING IN POSITIVE VISIBILITY AND CONTACTS
On Facebook and Instagram, the ad achieved 1.1 million impressions and reached 125,000 people in the target group. Repetition was at a good level, with around nine ad impressions in one campaign month.
The LinkedIn campaign received 81,400 impressions and reached 17,000 people. Repetition was also at a good level in LinkedIn, with around four to five ad impressions during the campaign period.
The campaign ads received many positive comments and questions from the target group, for example about the price of the TONOVET tonometer. Although the main objective of the campaign was to improve the brand image and awareness, we also received a lot of traffic – 1,790 visitors – to the website and a significant number of contact form fill-ups.