Case Study: Real Eye Candy Campaign

Supporting traditional marketing with Social Marketing can boost your ROI significantly. Let's see how the "Real Eye Candy" Campaign for Eye Candy integrated Social Media and traditional media to boost marketing ROI to a whopping 1700%.

The Challenge: Eye Candy is a stand alone luxury retail eyewear boutique. Because of the "Never sell the same pair twice" guarantee, it was nearly impossible to purchase images for advertising. The brands carried were exclusive and not typically photographed. When we found suitable images, they were cost prohibitive; often costing more than the actual ad being placed.

The Solution: The Real Eye Candy Campaign: Use local people and show them anyone can look like a celebrity in Eye Candy's eyewear. We advertised "Photo Shoot Raves" in store events once a month and invited "non-models" to come in and play dress up with the eyewear for photos. We selected one or two "winners" which we would announce on Facebook, feature on billboards in "Now that's Eye Candy." ads and other advertising venues. All the others who showed up would have their photos posted on our Facebook page as well, and would be tagged if they "liked" Eye Candy.

The Outcome: The campaign was a huge success. People shared their pictures and used them as their profile pics, winners took their picture under the billboards and posted them on Facebook and reported signing autographs. Web traffic jumped, sales increased, fans increased, interactions went up, event attendance skyrocketed….all during a recession. ROI reached 1700% in an industry where the competition was selling 2 pair for $99, Eye Candy was selling luxury eyewear at full price, often 2 or 3 pair per customer.

Media Used: Store Events, Video, Facebook, Blogs, Digital Billboards, Print, Direct Mail, Flyers, Website, Facebook ad campaigns.

 

eye candy eyewear

eye candy eyewear

eye candy eyewear

eye candy eyewear

eye candy eyewear

eye candy eyewear

eye candy eyewear

 


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