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
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A long-term growth strategy and actionable plan to define the brand voice and differentiate amongst the competitive set on TikTok
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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
"We absolutely love
working with Canvas+Co!
Carly and Charlene helped us bridge the gap between teams to create video that drives performance and use our resources more strategically to produce video for multiple platforms.
We’re especially excited that they’ve been able to crack paid YouTube for us by reworking past creative assets to outperform our goals on the platform.”
Deanna Dawson
Head of Social + Content Marketing
"Canvas+Co has been a
fantastic partner for Zenni.
​
They have truly taught our teams how to be more intentional with video. We now go into shoots with the creative constraints of our key platforms in mind and we version assets to meet those constraints, improving our performance on all platforms."
Jill Jackman
Senior Director, Creative + Content Strategy
Caught your eye?
Get in touch to discuss how we can partner to transform your team or business.