In marketing, attention is hard to earn and even harder to keep. Especially in sectors like optics and audiology, where messaging often sounds the same: “Free eye test.” “New frames in store.” “Book your home visit today.”
These campaigns might drive a response. But will anyone remember them? Will anyone talk about them?
The best campaigns don’t just convert. They create conversations.
What Makes a Campaign “Talkable”?
Talkable campaigns do at least one of three things:
- Tap into emotion
- Break the norm (unexpected tone, concept, or format)
- Make it personal (speak to the customer’s real-life context)
These are the campaigns that get shown to a partner, mentioned in a WhatsApp group, or pinned to the fridge.
In Optics & Audiology, What Gets People Talking?
Here are some proven angles from recent campaigns:
- “Who are you really doing this for?”
This emotional framing hits hard, especially in audiology. It encourages people to act for the benefit of someone else (family, pets, friends), not just themselves. - “Humour”
It’s underused in this sector, but campaigns that use gentle humour (especially around ageing or glasses) break through clutter and disarm resistance. - “Personalisation”
Whether it’s a direct mail piece with their name, or an SMS that references their last appointment, personal touches signal care and make the message stick. - “The unexpected medium”
One brand used handwritten postcards from the local optometrist. Another dropped Facebook audio ads. These touches stood out because no one else was doing them.
Tips to Make Your Campaign More Shareable
Think about the dinner table test
Would someone bring this up in a casual conversation with their family?
Make the benefit feel immediate
“Hear your grandchildren’s voices this Christmas” is more memorable than “Book your hearing test now.”
Use stories, not just facts
Real-world testimonials, short anecdotes, and relatable visuals humanise your message.
Design for sharing
Whether it’s a tear-off voucher on a flyer or a video worth forwarding, make it easy for people to pass it on.
Takeaway for Marketers
The most effective optics and audiology campaigns don’t just inform.
They connect, surprise, and stick.
So, when you plan your next campaign, ask:
- Will this message spark emotion?
- Will it break through the noise?
- Will someone care enough to pass it on?
If the answer is yes, you’re not just marketing.
You’re building something worth talking about.
