EyeMed Vision Care: HR-Focused Social Media Campaign Strategy

Expanding HR Engagement Through Purpose-Driven Social Media

EyeMed Vision Care, the fastest-growing vision benefits company in the U.S., partnered with Gelia to launch a targeted campaign aimed at Human Resources representatives within prospective employer groups. The goal: raise awareness, educate HR professionals on employees’ unique vision needs, and position EyeMed as the solution.

Campaign Strategy

In observance of Pride Month, Gelia developed the “Take Pride in Your Eyes” social media campaign, reinforcing EyeMed’s commitment to diversity, equity, and inclusion while speaking directly to HR decision-makers.

The campaign was designed to:

    • Increase awareness among prospective employer groups
    • Educate HR professionals on workforce vision benefits
    • Expand EyeMed’s prospect pool
    • Strengthen engagement during a culturally relevant moment

Impact & Growth

The campaign exceeded impression targets and significantly outperformed other concurrent EyeMed campaigns in engagement.

Beyond performance metrics, the initiative broadened EyeMed’s HR prospect audience, strengthening its positioning within employer-sponsored vision benefits.

EyeMed social media ad featuring a smiling person wearing glasses against a purple background with the message “Take Pride in Your Eyes.”
EyeMed social media campaign image featuring four diverse individuals against a purple background with the headline “Take Pride in Your Eyes.”
EyeMed social media post showcasing three diverse individuals in a split-panel design with the message “Take Pride in Your Eyes.”

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