1001 Optometry
How the Cannes-winning Magnif-eye campaign put an AI myopia screening tool in the hands of thousands of Australian families and turned awareness into booked eye tests.
The Challenge
One in five kids has myopia and doesn't know it. Neither do their parents. Childhood short-sightedness is progressing faster than in any generation before, driven by screen time and less time outdoors, yet most families only discover the problem once it's already affecting a child at school. 1001 Optometry had a genuine first-mover opportunity, with exclusive early access to Miyosmart IQ and Magnif-eye, a tool that uses AI and smartphone camera technology to detect early signs of myopia in children by analysing photos uploaded through an app. A brilliant product solves nothing if parents never find it. Our job was to take Magnif-eye from a clever piece of technology to a household behaviour. Scan your child's photos, understand the risk, book an eye test.
Our Strategy
We implemented a comprehensive, multi-faceted approach tailored to the client's unique needs and goals.
Full-Funnel Media Strategy
Built a full-funnel media plan where every channel had a defined job, backed by a total media investment of $70,000 that we negotiated up to $80,000 in working media value.
Google Search & PMax
Captured existing intent from parents searching terms like "paediatric optometrist" and "kids eye test", converting at a steady CPA while PMax doubled its conversion volume month on month as the campaign matured.
Meta Education-Led Creative
Meta did the heavy lifting on volume. Ads built around myopia risk and early detection consistently outperformed direct booking messaging, driving thousands of Magnif-eye completions and booked eye tests at the strongest efficiency of any channel.
TikTok Top of Funnel
Introduced myopia risk through simple camera-roll style educational content. Over 2.1 million impressions built the audience pool, and retargeting converted it.
YouTube Education Layer
Extended search with a visual education layer, with creative resonating strongest with mothers aged 35 to 44.
Parenting Podcast Partnerships
Sponsorships with Mamamia's Parenting Out Loud and Beyond The Chaos put Magnif-eye in front of highly engaged parenting audiences through host-read endorsements, articles and social extensions. Both placements beat their download goals.
UGC Creator Program
Briefed 11 parent creators across the eastern seaboard to use Magnif-eye ahead of a real eye test and document the in-store experience with their kids, producing 11 stories and 7 reels of authentic advocacy. Several creators went on to book their own eye tests and purchase lenses for their children.
The Results
The campaign put an AI myopia screening tool in the hands of thousands of Australian families. More than 3,000 parents completed a Magnif-eye scan and over 300 booked eye tests, converting awareness into clinical action. Over 4 million paid impressions ran across search, social and video, Facebook and Instagram traffic engaged on site at 88 to 91 percent, both podcast partnerships beat their download goals (up 4 percent and 9 percent against target), and the Mamamia article recorded a 100 percent engagement rate on site. When the campaign objective sharpened mid-flight from app scans to booked eye tests, the funnel proved its resilience: every channel already had a defined job, so the shift changed the destination without rebuilding the machine.
Magnif-eye won a Silver Lion in the Health & Wellness category at Cannes Lions 2026, one of only ten Silver Lions awarded from 889 entries. The campaign was created in collaboration with VML Sydney and Burson Sydney, with Word of Mouth Digital leading performance media. Awards are nice. What matters more is what the work proved: that performance media can carry a public health message without flattening it, and that when you lead with education, parents act.
What Made It Work
Education Before Conversion
Most parents won't book an eye test until they understand why it matters. Every channel decision in this campaign flowed from that single insight. Educate cold audiences, convert warm ones. Education-led creative outperformed direct booking messaging on every channel we ran it.
Trusted Voices Carry the Message
Host-read podcast endorsements and 11 parent creators documenting real eye tests let trusted voices carry the message where ads can't. Several creators went on to book their own eye tests and buy lenses for their children, advocacy no media budget can buy.
