How Eyewear Manufacturer Boosted Traffic with Paid Distribution and Influencers

How eyewear manufacturer boosted traffic with a campaign that was distributed via paid distribution and organically through influencers.
paid distribution and influencers

This case study first appeared in the ebook “The Global Guide to Native Advertising Technology 2018


Summary

Allure Eyewear is a leading designer and manufacturer of optical frames and sunglasses, licensing celebrity brands to drive interest and sell through at retail. The marketing connection between Allure, retailer, and consumer was clearly identified as needing a refresh. The design-driven cloud publishing platform, Fabl, provided the solution for the campaign Frame Love.

Frame Love is a 4 part content series, centered around fashionable eyewear to help customers see themselves through a new lens. The campaign was distributed via paid distribution across a network of sites, and organically through influencers and an email campaign.

Allure needed to increase brand awareness and drive traffic back to their retailer

Mission

With the introduction of the brand Kendall & Kylie’s new optical line, Allure needed to increase brand awareness and drive traffic back to their retailer, AC Lens.

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KPIs

Engagement – Build a rich experience for Kendall & Kylie eyewear through Influencer Marketing

Reach – Amplify the campaign across the digital ecosystem and connect with prospects and customers

RELATED: How Book App Increases Downloads with Content Recommendation

Traffic – Drive traffic off of Kendall & Kylie story to AC Lens Website pushing consumers down the purchase funnel.  

Social & Organic Reach – Create organic sharing from stories; activate influencers to share via their social channels; leverage customer emails, promoting stories, etc.

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Target audience

Women in the U.S. between the ages of 18 and 40 with a focus on millennials.

As the campaign unfolds, the real-time optimization, based on performance and KPIs, adjusts budgets as needed.

Strategic approach

AC Lens leveraged 4 influencer/lifestyle experts to create native content around the topics of beauty, fashion, health and wellness. The series included advice on how best to apply makeup to complement your frames, using eyewear as a fashion accessory and nutrition advice for healthy eyes.

Fabl, a content marketing platform for publishing stories, allowed the marketing team the ability to build influencer stories in a simple, intuitive manner while also reaching them via Fabl Activation.

RELATED: “When Everybody’s Doing Perfect Content, Distribution Is King”

Fabl Activation enabled Allure Eyewear to reach the intended audience through social, native and content discovery outlets. As the campaign unfolds, the real-time optimization, based on performance and KPIs, adjusts budgets as needed. Additionally, the headlines and image combinations are optimized for engagement and efficiencies.

Fabl Activation helped push the influencers stories across a network of sites who delivered the intended audience in a contextually relevant environment. And, most importantly, Allure was able to seamlessly tag their retailer, AC Lens, with custom header, footer and e-commerce links back to their site – effectively driving traffic and engagement for AC Lens.

Built-in analytics allowed Allure Eyewear to monitor and measure results in real-time so they could accurately gauge the effectiveness of the content and thereby improve future content initiatives for their customers.

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Content distribution and promotion efforts

The primary distribution ran through Fabl’s Activation network of sites who deliver these stories in a contextually relevant manner.  

Beyond the paid program, each of our influencers organically shared their stories via their own social channels. Finally, AC Lens pushed an email campaign out to their customer base as well as sharing it via their own social footprint.  

The campaign ran from February 16th to March 15th.

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Platforms

Contextually relevant platforms such as aspartmenttherapy.com and travelandleisure.com.

Search engines such as Yahoo.com

The influencers’ own social channels

Email via AC Lens

Shop Now Button Clicks: 320 unique

Results

  • Total Impressions: 1,820,841
  • Total Engagements: 13,899
  • Page Views: 6,320
  • Total Clicks: 7,579
  • Average Reading Time: 3:50
  • Average Scroll Depth: 54%
  • Shop Now Button Clicks: 320 unique  
  • Social Shares: 519 (489 on Facebook, 8 on Linkedin, 5 on Pinterest, 9 on Tumblr, 8 on Twitter)

Be sure ALL stakeholders are involved in the decision-making process from the beginning.

Learnings

  • For the initial engagement with clients, be sure and build an additional time to work out the initial story. Unforeseen challenges will always arrive.
  • Communication and teaching best practices are a critical part of a successful collaboration.
  • Be sure ALL stakeholders are involved in the decision-making process from the beginning.

Download “The Global Guide to Native Advertising Technology” right here

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