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Eyewear Case Study
Market Overview
In the optical sector, a brand’s competitiveness is increasingly linked to its ability to support opticians in their relationship with the consumer. Although purchases are still predominantly made in-store, the decision-making process increasingly begins online.
It is therefore essential to integrate digital communication with local strategies, strengthening the brand’s reputation in the local area and highlighting the role of opticians as key points of reference for local micro-communities.
The challenge for the brand?
To implement a trackable and measurable strategy that links digital visibility to concrete in-store results.
Market Overview
In the optical sector, a brand’s competitiveness is increasingly linked to its ability to support opticians in their relationship with the consumer. Although purchases are still predominantly made in-store, the decision-making process increasingly begins online.
It is therefore essential to integrate digital communication with local strategies, strengthening the brand’s reputation in the local area and highlighting the role of opticians as key points of reference for local micro-communities.
The challenge for the brand?
To implement a trackable and measurable strategy that links digital visibility to concrete in-store results.
Objectives
Strategy
The brand launched a campaign targeting a selection of 423 opticians, managed by the RedHab platform and supported by strategic consultancy from the RedAgency team.
Awareness
Creation of ‘Like’ campaigns to boost the visibility of the opticians’ pages and build a targeted follower base comprising users genuinely interested in each optician’s branch.
Lead Generation
Development of dedicated landing pages for each individual optician, featuring integrated forms to facilitate the booking of eye tests directly online.
Conversion
Launch of campaigns with video content and images automatically personalised for each optician, designed to stimulate interaction and conversion into actual in-store appointments.
The content was automatically customised thanks to RedHab’s advanced features. The total project duration was 3 months, with 45 days of active advertising and an advertising budget of €450 per optician, managed in a targeted manner for the selected opticians.
The content was automatically customised thanks to RedHab’s advanced features. The total project duration was 3 months, with 45 days of active advertising and an advertising budget of €450 per optician, managed in a targeted manner for the selected opticians.
Results
The integration of technology and strategy produced excellent results throughout the entire funnel, confirming the effectiveness of the local activation model:
The project demonstrated the effectiveness of an integrated strategy capable of linking digital communication, local activation and concrete in-store results. The integration of personalised content, advertising campaigns and dedicated landing pages enabled us to guide the consumer throughout the entire journey, from brand discovery to in-store conversion.
A scalable and replicable model, capable of transforming the network of opticians into a coordinated system of communication and performance.
The project demonstrated the effectiveness of an integrated strategy capable of linking digital communication, local activation and concrete in-store results. The integration of personalised content, advertising campaigns and dedicated landing pages enabled us to guide the consumer throughout the entire journey, from brand discovery to in-store conversion.
A scalable and replicable model, capable of transforming the network of opticians into a coordinated system of communication and performance.
