Why Coopervision Benelux partners with Embrosa
When Coopervision Benelux teamed up with Embrosa in 2023, the objective was straightforward: simplify local marketing to make it effective and scalable for their partners, the contact lens specialists and opticians. This vision has evolved into a long-term strategic partnership, resulting in over 1,000 local campaigns executed for optical stores throughout the region.
A partnership that puts opticians at the centre of every campaign
When Coopervision Benelux first partnered with Embrosa in 2023, the goal was clear: make local marketing easy, impactful, and scalable for their partners: their contact lens specialist and opticians. That ambition has turned into a long-term strategic collaboration — and more than 1,000 local campaigns delivered on behalf of optical stores across the region.
From Trade Marketing to True Partnership
For Coopervision, reseller marketing isn’t just about driving sales — it’s about strengthening relationships. “We see our resellers as partners,” explains the Coopervision Benelux marketing team. “That means helping them succeed locally, while we grow together.”
That’s where Embrosa came in. With a B2B2C platform built specifically for brands with brick-and-mortar reseller networks, Embrosa enables Coopervision to run high-performing, locally personalised campaigns — on behalf of opticians, without adding complexity to their workload.
A Full-Funnel Approach: From National Reach to Local Relevance
Together, Embrosa and Coopervision have rolled out 1,047 local campaigns — ranging from tailored 3-store activations to large-scale campaigns with 150+ locations. The media mix is equally diverse and innovative:
- Digital Out of Home (DOOH)
- Google Display & Search Ads
- YouTube Video Campaigns
- Snapchat Ads (Coopervision was the first brand to pilot these via Embrosa)
This media power is activated locally — with each ad tailored to the location of a participating optician. Campaigns are automatically set up and run in the name of the reseller, boosting trust and relevance with local audiences.
Flexible, Scalable, and Always Personal
Embrosa’s model allows Coopervision to scale effortlessly:
- Need a high-visibility campaign for a new product launch across 200+ resellers? Embrosa takes care of it.
- Want to support just three premium opticians in a niche region? That’s possible too.
Every campaign is set up, optimised, and reported on by the Embrosa team — allowing Coopervision’s marketers to stay focused on strategy and innovation.
What Success Looks Like
- 1047 campaigns launched — all fully automated, locally personalised, and opt-in
- 150–250 locations supported per large-scale campaign
- First-mover in Snapchat local ads
- Seamless mix of full-service and tailored support
“More than a tool — a true extension of our team”
Over the past three years, Coopervision’s collaboration with Embrosa has evolved into something more than a software solution. It's a marketing partnership built on trust, shared goals, and a deep understanding of what resellers need to thrive.
“We’re not just running ads,” says Embrosa co-founder Melanie van Norden. “We’re building relationships between Coopervision and their resellers — by showing up for them, locally, time and time again.”
CooperVision is a global leader in the contact lens industry, known for its innovative and high-quality contact lenses. Coopervision Benelux is responsible for the marketing and sales in Belgium, the Netherlands, and Luxembourg.
More about the marketers
Sander Uittenbogaard is Digital Marketeer and Bianca Kalkman is Brand Marketing Manager at Coopervision Benelux. Hinke van Berkum is Brand Marketing Manager Myopia Management Benelux for Coopervision Specialty Eyecare.
More about the Brand
Coopervision sets itself apart with a focus on comfort, health, and sustainability. Their daily silicone hydrogel lenses are made from the most advanced material available — offering superior comfort and eye health compared to traditional hydrogel lenses. What also resonates is Coopervision’s strong sustainability commitment: through a partnership with Plastic Bank, their (daily) lenses are certified plastic neutral — helping reduce ocean-bound plastic while supporting local communities. Their marketing is refreshingly honest, featuring real users and eye care professionals instead of polished ads.
More about the Campaigns
When Coopervision Benelux first partnered with Embrosa in 2023, the goal was clear: make local marketing easy, impactful, and scalable for their optician resellers. Three years later, that ambition has turned into a long-term strategic collaboration — and more than 1.000 local campaigns delivered on behalf of optical stores across the region.
Customer Since
Coopervision and Embrosa teamed up back in 2018, and since April 2023, Coopervision has been excited to actively use Embrosa's awesome local campaign features!
Turning Shared Vision into Local Impact
Coopervision Benelux: a masterclass in alignment, personalization, and trust
When you think of B2B2C marketing, “seamless” is rarely the first word that comes to mind. Especially not when the goal is to activate hundreds of resellers — like opticians — across a region, using personalized, on-brand campaigns that actually get noticed.
But that’s exactly what CooperVision Benelux has managed to do. And they didn’t get there by pushing harder. They got there by partnering smarter.
Follow the in-depth conversation with Sander Uittenbogaard (Digital Marketeer) and Bianca Kalkman (Brand Marketing Manager) to uncover what it takes to truly support resellers in the digital age. What follows is a masterclass in alignment, personalization, and trust.