Brand Campaign - Glasses.com
Paid Search & Paid Social Advertising
Branding
Web Design
Project Overview
Our first campaign for glasses.com had a familiar and always daunting objective: Establish a brand position and tone that connects with a core audience. After months of research and strategic planning, we identified our target—people who love wearing glasses. It sounds simple, but in an industry where most competitors are pushing toward commodity (cheap! free! disposable!), we wanted to connect with an audience that embrace their glasses as an extension of their personality and who had strong emotions about finding the perfect pair. The campaign centers around two characters—Isaac and Eleanor—who have unique but familiar stories and journeys. They start where most of us start, with an awkward pair of glasses in an optometrist’s office. Their glasses help them see the world… Eventually, however, they find a perfect pair—a pair that says something important about their place in the world. To round out the effort, we delivered five total spots for TV and digital—along with an e-commerce campaign hub, display units, social content and more.Client
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