Black Hill Regional Eye Institute wanted to expand its market by concentrating on the 25-40 year-old age group. The strategy used was to identify situations that the target market would relate to. In addition, the strategy had to transcend several touchpoints, including viral opportunities, to reach a specific audience.

Consistent messaging created a strategy that was followed through at all brand touchpoints. The humorous comparison strategy was used to relate to the experience the audience experienced or had seen for people that could benefit from the Lasik procedure. Tactics include viral posters, newspaper ads, bus signage, and magazine ads.