SEEING IS BELIEVING
Driving business transformation with Zenni Optical
In short, here's what happened
Zenni Optical is a direct-to-consumer eyewear leader that has been disrupting the optical industry for 20 years by providing high-quality prescription and non-prescription glasses at affordable prices.
For two years, Canvas+Co partnered with Zenni to accelerate their digital strategy and create alignment between the siloed social, creative, influencer and media teams. Working as an extension of Zenni’s in-house and agency teams, we helped to drive critical business transformation.
Now to the good stuff
Here's how we partnered to take Zenni from a siloed operation that lacked key platform strategies to a creative-first organization with clearly defined channel goals and plans to drive performance and maximize resources.
FROM
TO TRANSFORMATION
MINIMAL
CREATIVE STRATEGY
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A creative testing engine to increase ROAS on digital platforms and integrate creative, messaging and audience learnings across owned+paid channels
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A customer-centric messaging strategy based on test outcomes
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Digital-first processes embedded into new shoots with creative brief modifications, social storyboards and shot lists
INEFFICIENT CREATOR + CELEBRITY PARTNERSHIPS
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A diverse influencer strategy that optimizes investments by aligning briefs and messaging strategy with creative learnings and structuring usage rights for organic + paid channels
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Celebrity partnerships that maximize return and drive performance by extending usage to digital platforms with made-for-social assets, align TV + social scripts with creative learnings and align talent selection to key audiences
LIMITED
GROWTH
+ SUCCESS
ON TIKTOK
-
100% YoY increase in platform investment through the success of a growth strategy that defined the brand voice and differentiated amongst the competitive set (and was later featured in Modern Retail)
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18x follower growth in 6 months through an intentional content calendar, increased weekly content outputs by the in-house team and net-new always-on influencer partnerships, and a paid boosting plan
NO YOUTUBE STRATEGY
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Exceeding ROAS goals on YouTube by repurposing existing creative to align to platform and storytelling best practices
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Adding YouTube into the annual plan with creative+media team alignment and assets created specifically for YouTube
Caught your eye?
Get in touch to discuss how we can partner to transform your team or business.