Biotrue or False?
Biotrue or False is a playful, social-first campaign created to drive trial of Biotrue Hydration Eye Drops and convert users from competing brands. With full creative freedom from the client, we concepted and art directed a "man-on-the-street" style activation designed to entertain, educate, and interrupt scrolls.
Leaning into TikTok-native humor and snappy visual storytelling, we developed a series of engaging, conversational videos that helped viewers recognize symptoms of dry eye, and encouraged them to order a free sample of Biotrue. The campaign exceeded expectations, driving over 75,000 product samples in just 24 days. Strategic platform targeting on TikTok and Meta, combined with a fresh visual tone and approachable aesthetic, made this a standout example of how engaging storytelling can yield great conversion results.
Additional CONVERSION videoS
In addition to the videos featuring Dr. Tsai, two additional videos were launched to drive product sampling.
