Main Challenge

Lensway wanted to boost sales and drive higher purchases of contact lenses during their campaign. A key goal was also to give away 25,000 pairs of NORR sunglasses as part of the promotional offer. On top of that, they wanted to build brand awareness and increase recognition for the NORR campaign in Sweden and Norway over a three-month period.

The Mission

Every year, Lensway launches its summer and autumn campaign, offering a free pair of NORR sunglasses when you buy contact lenses online. Remotion's (formerly DigiView) job was to design and run the NORR campaign across Sweden and Norway. The goal was to guide audiences smoothly through the entire sales funnel, with a sharp focus on conversion. Alongside the strategy and distribution, the campaign also served as a baseline measurement for brand awareness, supported by a Brand Lift study.

Method

• Social media strategy (full funnel)

• Media planning and paid advertising

• A/B testing and optimization

• Brand Lift study and ROI measurement

• Sales benchmarking and customer insights

Strategy

The main goal of the campaign was to maximize sales with both new and existing customers. We also wanted to make the brand top-of-mind, expand reach, and optimize performance throughout the campaign. To do this, we used three steps in the customer journey: Attention, Awareness, and Conversion. The offer was introduced at the very first touchpoint. To grab the audience's attention, we tailored the messaging based on their shopping behavior and intent.

Concept

The content was designed to grab attention by making the most of every format and ad placement, adapting to natural human behavior online. We started by focusing on rational benefits with consistent brand exposure, before shifting the focus to more emotional connection. The campaign featured hundreds of ad formats with a summer theme, running across Norway and Sweden.

Distribution

We distributed the campaign across Facebook, Instagram, Snapchat, and YouTube. We started broad to build awareness, introducing the brand and the offer. From there, we engaged the audience with different ads for sunglasses or contact lenses, ensuring we delivered relevant messages as they moved closer to buying. We also adapted email content for Messenger, sponsored unique YouTube ads tailored to search keywords, and created ads triggered by real-world events like weather and holidays. Finally, we used retargeting ads to reach non-buyers and past Lensway customers, reminding them to claim the offer using dynamic product ads (DPA).