Transitions Optical is the world leader in the photochromic lens market. The company decided to develop its communication strategy through social networks as well, where it specifically seeks direct contact with opticians who sell its lenses.
This is a rather unique strategy for a medium like social networks, which has a very broad audience and makes it difficult to distinguish the primary target from other types of users or fans. Only thanks to careful segmentation of advertising messages and promotional campaigns is the page able to attract almost exclusively users who work as opticians-optometrists or who are directly interested in this market.