Main Challenge

Lensway aimed to boost sales and drive higher sales of contact lenses during the campaign period. The main goal was also to distribute 25,000 pairs of NORR sunglasses as part of the promotional offer. Increase brand awareness and strengthen the recognition of the NORR campaign in Sweden and Norway over a three-month period.

Key Metrics

• 6.6x ROAS

• +12 points (brand lift)

• 23.7% average engagement rate for all ads

Success & Execution

The Mission

Each year, Lensway launches its summer and fall campaign, offering a free pair of NORR sunglasses with every online contact lens purchase. Remotions (formerly DigiView) was tasked with designing and distributing the NORR campaign throughout Sweden and Norway, efficiently guiding the target audiences through the sales funnel with a primary focus on conversion. Besides strategy and distribution, the NORR campaign also served as a baseline for brand awareness, and a Brand Lift study was conducted.

Approach

• Social media strategy (full funnel)

• Media planning and paid advertising

• A/B testing and optimization

• Brand Lift studio and ROI measurement

• Benchmarking for sales and customer insight

Strategy

The main aim of the campaign was to maximize sales with existing and new customers. Additionally, the ambition was to become "top of mind," broaden reach and optimize throughout the campaign period. This involved three stages in the customer journey: Attention, awareness, and conversion. Awareness of the offer was communicated from the first contact. To capture the audience's attention, communication was angled based on their purchasing behavior and intentions.

Concept

The content was designed to capture attention, utilizing all formats and ad placements and their opportunities, with cognitive adaptation following human behavior. Initially, the communication focused on rational values with consistent brand exposure. Then, the focus shifted towards emotional values. The campaign consisted of hundreds of ad formats, designed with a summer theme, distributed across Norway and Sweden.

Distribution

The distribution strategy included platforms like Facebook, Instagram, Snapchat, and YouTube. The customer journey started with broad audiences at the awareness stage, highlighting the brand and the offer. Audiences were engaged and targeted with different ads for sunglasses or contact lenses to tailor relevant messages for each audience in the conversion phase. Additionally, existing email content was repurposed for Messenger, unique YouTube ads were sponsored and customized by keywords, and ads were created tailored to events such as weather and holidays. Retargeting ads complemented the strategy. The target audience for this group included non-buyers and previous buyers of Lensway, aiming to remind them to take advantage of the offer by showcasing dynamic product ads (DPA).