Project Description

The Brief

Fashion Eyewear is one of the leading online eyewear retailers in the UK, originally focusing just on prescription frames but with a strong and growing focus on sunglasses. We were brought on board to assist with domestic growth in the UK and to support the brand’s in house marketing team, providing specialist support for their paid search campaigns, but the remit quickly widened to cover other channels and new territories.

The Strategy

The brand had been established for more than 8 years before we began work so we knew that significant growth would be challenging. In spite of this, we were able to help them increase their yearly sales volume by more than 45%, the biggest jump in a single year since they began trading, and achieved 7x return on ad spend from the marketing based on first purchase only and not even taking into account customer lifetime value.

The approach focused on improving results for key brands that they stock, including RayBan, Oliver Peoples, Gucci, Prada and many more, and applying this individual approach was key to achieving the results as consumer behaviour varied across the different brands.

The Results

Paid search was previously generating a lot of traffic from people who were not serious buyers, and so by eliminating certain keywords and reinvesting the budget into better terms we were able to achieve a sales increase of 27.5% year on year from just a 3% increase in budget.

We were also able to help them launch in 8 new markets including the USA, Australia, New Zealand, Canada and 4 locations in Central Europe. These campaigns have been successful so far and are currently being scaled up during 2021.

Over the course of 2020, total ad spend hit $1.53m USD, with significant improvements across all metrics compared to 2019, thanks to an approach that not only focused on the campaigns but helped optimise the site to improve basket size, conversion rate and repeat purchase rates.