Zenni Optical quietly holds the largest share (50%) of the online eyeglasses market. Since the company began in 2003 it has sold over 20 million pairs of prescription eyeglasses, yet newer brands like Warby Parker have much greater awareness. Our assignment was to raise awareness for the brand and support multiple product lines through direct to consumer, sponsorship, digital, social, and traditional marketing. Overall, this nine-month effort increased share of voice by 28% while boosting direct and referral traffic growth by 12% as compared to the last three quarters.
The above product campaign was designed to promote a virtual try on website feature that matched people to the right style of glasses for their specific face shape.
With brand awareness as your main KPI, becoming the official jersey sponsor of the Chicago Bulls would make more sense for Zenni if the logo patch had big tag line or an AR brand video that popped up during free throws. But since those weren’t options, we created a lot of content to let people know that Zenni was an online eyeglasses retailer, and they were The official eyewear partner of the Bulls.
POP FIGURES are 3D collectable figurines made from a vinyl composite. They are very popular among those who love anime, comic book and movie characters as well as iconic TV shows. Through our interest mapping and custom lookalike audience building process, we discovered an opportunity to engage a new Zenni customer via their interest in POP FIGURES. This led to developing our own series of Zenni POP FIGURES and featuring them in ten second “movies,” telling a quick story and inviting the audience to continue the narrative.
The following work was for a new blue light blocking lens product that helped to protect your eyes from the harmful effects of sustained blue light exposure. Too much blue light from devices can affect melatonin production and throw off our circadian rhythm, which helps to regulate sleep. Zenni also had to navigate a negative perception from other blue light blocking brands, the dreaded yellow tint. And since none of us are Bono, it’s not a good look. Therefore, Zenni developed a clear lens so most people would be comfortable wearing them in the office, on second dates or outside their homes.
The progressive lens category is growing rapidly with an aging population that is staring at screens large and small, ten hours a day. The problem with selling progressive lenses, aka multifocal without visible lines to 45-year olds is that they don’t feel or act like they should be wearing “old people” glasses. So, let’s go with that.
