Brief
To assist Australia's premium eyewear manufacturer develop targeted marketing strategies and enhance brand communication across multiple consumer segments. The objective was to create clear, segment-specific messaging while maintaining brand cohesion across a diverse product range.
Insights
Help OTIS Eyewear strengthen their market position & expand their customer base by:
- Developing targeted marketing strategies
- Enhancing female consumer engagement
- Creating segment-specific messaging
- Alignment of brand communication across product categories
Strategy
Our comprehensive scope supported OTIS Eyewear's marketing and communication needs across 3 key product segments.
Our bespoke program:
- Created segment-specific marketing guides
- Developed targeted message strategies
- Implemented female-focused marketing initiatives
- Enhanced sustainability messaging
Implementation
Identification of OTIS’ key consumer personalities for targeted marketing:
- Creation of comprehensive marketing guidelines
- Development of segment-specific communication strategies
- Implementation of targeted social media AC
- Regular evaluation and refinement of marketing approach
Success
Our strategic marketing approach delivered significant outcomes:
- Measurably improved engagement across all consumer segments
- Enhanced female customer acquisition
- Stronger brand cohesion across product categories
- Increased social media engagement
- More effective targeting of specific consumer segments
Format: Fashion & Prescription Eyewear
Store Location: Across Australia
Merchandise Mix: Optical Eyewear & Related Services
The results gave us three key audiences to focus on. It just gave us this amazing base to look at before we did anything.
It's spread down into everything we do, and it seems to be really working. Even though it was a tough year last year for all retail brands, all of our channels showed positive growth.”
Giorgia Callander
Marketing Manager
OTIS Eyewear
Marketing Manager
OTIS Eyewear