Case Study: TearRestore
Building a strategic, branded social presence for a gorwing eye care brand
The Challenge:
TearRestore is a specialist eye care brand supporting people experiencing dry eye, while also supplying products to eye care practitioners for clinical recommendation. When they came to me, they were already showing up on social media – which is more than most businesses can say.
But behind the scenes, there was no clear strategy, no defined content structure, and no consistent visual identity tying everything together. It was a case of posting for the sake of posting, rather than using content as a tool to grow the brand.
On top of that, TearRestore has a dual audience:
- Consumers dealing with dry eye
Eye care practitioners looking for products to recommend
Balancing those two audiences is no small task. The content needed to educate, build trust, and support clinical credibility – while still feeling engaging and accessible. The goal wasn’t to start from scratch – it was to turn what they were already doing into something intentional, recognisable, and actually effective.
The Strategic Approach
What began as a request for help with a new website and social media quickly became a much broader digital transformation project.
1. Structured Social Media Strategy
We implemented a consistent posting schedule of twice per week, creating reliability and improved algorithm performance.
To support this, I developed:
- Clear content pillars tailored to both audiences
- Messaging frameworks for consumer education and practitioner credibility
- A balance of value-driven and product-focused content
Core content categories included:
- Educational dry eye information
- Aspirational lifestyle content
- Product-focused confidence builders
- Reviews and testimonials
- Influencer collaborations
- Reels and carousel formats for engagement
This ensured TearRestore’s content served both dry eye sufferers and eyecare professionals without confusing the brand narrative.
2. Brand Consistency & Recognition
One of the biggest shifts was visual consistency. I created fully branded templates to:
- Strengthen brand recognition
- Improve feed cohesion
- Create a professional, trusted presence
- Ensure every post was instantly identifiable
This also included;
- Reviewing and refining bios, highlights and profile branding
- Consistent brand voice in all captions, comments and messages
- Creating reusable formats to streamline content creation and maintain quality
- Ensuring accessibility and readability within designs (especially important in eye care)
This wasn’t just about making things look nice (although, yes, it did that too). It was about building trust, professionalism, and brand recall over time.
Measurable Impact
Our strategy spanned Facebook, Instagram, TikTok and LinkedIn, with a primary focus on Instagram.
An Ongoing Partnership
As the partnership developed, my role expanded beyond social media into wider digital support.
This included migrating the website to a new platform, improving the overall user journey, and creating educational blog content to strengthen SEO and brand authority. I also built email funnels to help nurture and convert their audience more effectively and supported their most recent product launch.
Rather than treating each platform as a separate task, we focused on creating a joined-up marketing ecosystem – where everything works together.
Hear What They Have to Say
Testimonial incoming…
– Ken DauSchmidt, Co-founder & CEO