Transitions Optical is the leading supplier of Transitions® lenses, photochromic eyeglass lenses that automatically adjust their tint in changing outdoor conditions. Since the company does not sell Transitions® lenses directly to consumers, it must rely on the labs, retailers and eyecare professionals who recommend the lenses to drive sales. The company’s business model means there are several trade audience layers between the company and consumers, making it imperative for Transitions Optical to have relationships at all points in the channel.

We suggested an “influence the influencer” event for key customers as a way to boost loyalty and recommendations. This event now attracts more than 1,200 hand-selected influencers from North and South America and around the world.​ During the event, Transitions Academy attendees are empowered with information and tools to help them grow their Transitions lens business, feel confident recommending the product and be successful in their practice or business.

We took a data-led approach to finding the right trade influencers at scale, and to ensure the content was highly relevant and highly engaging.