Executive Summary
A regional optical retailer with a strong product offering and loyal in-store following struggled to generate traction online. Despite consistent posting across platforms, the brand’s social content failed to differentiate in a crowded category. Engagement was low, growth was slow, and there was little connection between digital activity and retail performance. “We were showing up every day,” the Head of Marketing shared. “But we weren’t giving people a reason to care.” Our analysis revealed the problem wasn’t frequency—it was relevance. The content focused heavily on product visuals, but said little about the people wearing them or the culture they were part of. Messaging felt polished but distant, resulting in low engagement and poor conversion. Working closely with the client’s team, we redesigned the brand’s entire approach to social media. Over the course of four months, we established a distinctive voice, introduced new content formats, and connected digital performance directly to in-store traffic. The result was a complete shift in perception and performance, positioning the brand as a cultural player in a competitive category.
A regional optical retailer with a strong product offering and loyal in-store following struggled to generate traction online. Despite consistent posting across platforms, the brand’s social content failed to differentiate in a crowded category. Engagement was low, growth was slow, and there was little connection between digital activity and retail performance. “We were showing up every day,” the Head of Marketing shared. “But we weren’t giving people a reason to care.” Our analysis revealed the problem wasn’t frequency—it was relevance. The content focused heavily on product visuals, but said little about the people wearing them or the culture they were part of. Messaging felt polished but distant, resulting in low engagement and poor conversion. Working closely with the client’s team, we redesigned the brand’s entire approach to social media. Over the course of four months, we established a distinctive voice, introduced new content formats, and connected digital performance directly to in-store traffic. The result was a complete shift in perception and performance, positioning the brand as a cultural player in a competitive category.
The Opportunity
The client faced four critical challenges despite their product strength:
The brand's social presence was generic and indistinguishable from competitors, with engagement rates of just 0.7% compared to a category average of 1.2%. This engagement deficit directly translated to reduced brand recall and lower conversion rates. Previous digital efforts had focused almost exclusively on product imagery rather than cultural relevance, resulting in minimal organic growth. Nearly 85% of follower acquisition came from paid media, creating an unsustainable cost structure for digital marketing. Social media operated in isolation from broader business operations. Store staff received no visibility into online conversations.This fragmentation resulted in inconsistent messaging to consumers and approximately 40% duplication of effort across departments. Most importantly, there was no clear point of view. The brand’s digital identity didn’t reflect its in-store experience—or the cultural relevance needed to earn attention in a crowded category.
The Opportunity
The client faced four critical challenges despite their product strength:
The brand's social presence was generic and indistinguishable from competitors, with engagement rates of just 0.7% compared to a category average of 1.2%. This engagement deficit directly translated to reduced brand recall and lower conversion rates. Previous digital efforts had focused almost exclusively on product imagery rather than cultural relevance, resulting in minimal organic growth. Nearly 85% of follower acquisition came from paid media, creating an unsustainable cost structure for digital marketing. Social media operated in isolation from broader business operations. Store staff received no visibility into online conversations.This fragmentation resulted in inconsistent messaging to consumers and approximately 40% duplication of effort across departments. Most importantly, there was no clear point of view. The brand’s digital identity didn’t reflect its in-store experience—or the cultural relevance needed to earn attention in a crowded category.
Our Approach
We began with a comprehensive social ecosystem analysis through our proprietary Momentum Analytics™ approach. This included a deep audit of 15 competitor accounts, analysis of 50,000+ community comments, cultural trend mapping, and platform-specific opportunity identification. The breakthrough insight: while most eyewear brands were focusing on aspirational lifestyle content and polished model photography, the most engaged audiences were connecting through humor, authenticity, and cultural commentary. The greatest opportunity wasn't showcasing the frames, but developing a distinctive personality that could participate in broader conversations about style, identity, and self-expression.
Our Approach
We began with a comprehensive social ecosystem analysis through our proprietary Momentum Analytics™ approach. This included a deep audit of 15 competitor accounts, analysis of 50,000+ community comments, cultural trend mapping, and platform-specific opportunity identification. The breakthrough insight: while most eyewear brands were focusing on aspirational lifestyle content and polished model photography, the most engaged audiences were connecting through humor, authenticity, and cultural commentary. The greatest opportunity wasn't showcasing the frames, but developing a distinctive personality that could participate in broader conversations about style, identity, and self-expression.
The Solution
Over 16 weeks, we worked alongside the client's marketing and operations teams to implement a comprehensive digital transformation.
Our analysis showed that each percentage point increase in engagement could potentially drive 2-3% growth in store traffic when properly converted. "We selected one critical area for immediate focus: transforming the brand from a retailer to a character with a distinctive point of view," our Social Media Director explained. "The fundamental question wasn't how to make better eyewear content, but how to make content that mattered to people who happen to wear eyewear. That shift in perspective changed everything." A decisive strategic choice emerged early in our process. Rather than competing directly with established luxury eyewear brands or newer direct-to-consumer players, we positioned the client as a cultural commentator with a perspective on style and self-expression – one that happened to sell great eyewear. This positioning allowed them to participate in broader conversations beyond their product category.
The Solution
Over 16 weeks, we worked alongside the client's marketing and operations teams to implement a comprehensive digital transformation.
Our analysis showed that each percentage point increase in engagement could potentially drive 2-3% growth in store traffic when properly converted. "We selected one critical area for immediate focus: transforming the brand from a retailer to a character with a distinctive point of view," our Social Media Director explained. "The fundamental question wasn't how to make better eyewear content, but how to make content that mattered to people who happen to wear eyewear. That shift in perspective changed everything." A decisive strategic choice emerged early in our process. Rather than competing directly with established luxury eyewear brands or newer direct-to-consumer players, we positioned the client as a cultural commentator with a perspective on style and self-expression – one that happened to sell great eyewear. This positioning allowed them to participate in broader conversations beyond their product category.
The Methodology
Our work centered on three integrated elements:
First, develop a distinctive brand personality. Together with the client’s team, we developed a clear, irreverent brand personality—one that could comment on culture, respond to trends, and connect through humor and relatability. Promotions were introduced with wit, not just pricing. Topical content replaced stock product launches. For example, instead of standard product announcements, we introduced new collections through humorous commentary on current events or cultural trends. This approach generated 11.2× higher engagement than traditional product posts and significantly increased sharing behavior, expanding the brand's reach without additional media investment. 2. Creating platform-native experiences. We developed platform-specific approaches that leveraged each channel's unique capabilities rather than distributing identical content across platforms. This included an episodic content franchise on TikTok that became the brand's signature format, reaching audiences far beyond typical eyewear consumers. We implemented a "creative resonance" strategy that prioritized fewer, higher-impact posts over constant content. This approach reduced production costs by 30% while increasing overall engagement by 380%, creating both efficiency and effectiveness improvements simultaneously. 3. Build community. We transformed the brand's approach to followers from an audience to be spoken at to a community to build relationships with. This included elevating customer service to become a central part of their social personality and developing systems for showcasing user-generated content. "The implementation created operational efficiencies beyond marketing," noted the retailer's Head of Digital. "By centralizing our digital approach, we reduced redundant content production across departments while increasing our ability to respond to customer feedback. What used to take two weeks now happens in under 24 hours." To facilitate creative risk-taking while maintaining brand safety, we established a 70/20/10 content framework: 70% core content, 20% experimental, and 10% high-risk creative that might occasionally miss but could deliver outsized results when successful. This framework was seamlessly integrated into their existing workflow, allowing for both consistency and innovation.
The Methodology
Our work centered on three integrated elements:
First, develop a distinctive brand personality. Together with the client’s team, we developed a clear, irreverent brand personality—one that could comment on culture, respond to trends, and connect through humor and relatability. Promotions were introduced with wit, not just pricing. Topical content replaced stock product launches. For example, instead of standard product announcements, we introduced new collections through humorous commentary on current events or cultural trends. This approach generated 11.2× higher engagement than traditional product posts and significantly increased sharing behavior, expanding the brand's reach without additional media investment. 2. Creating platform-native experiences. We developed platform-specific approaches that leveraged each channel's unique capabilities rather than distributing identical content across platforms. This included an episodic content franchise on TikTok that became the brand's signature format, reaching audiences far beyond typical eyewear consumers. We implemented a "creative resonance" strategy that prioritized fewer, higher-impact posts over constant content. This approach reduced production costs by 30% while increasing overall engagement by 380%, creating both efficiency and effectiveness improvements simultaneously. 3. Build community. We transformed the brand's approach to followers from an audience to be spoken at to a community to build relationships with. This included elevating customer service to become a central part of their social personality and developing systems for showcasing user-generated content. "The implementation created operational efficiencies beyond marketing," noted the retailer's Head of Digital. "By centralizing our digital approach, we reduced redundant content production across departments while increasing our ability to respond to customer feedback. What used to take two weeks now happens in under 24 hours." To facilitate creative risk-taking while maintaining brand safety, we established a 70/20/10 content framework: 70% core content, 20% experimental, and 10% high-risk creative that might occasionally miss but could deliver outsized results when successful. This framework was seamlessly integrated into their existing workflow, allowing for both consistency and innovation.
The Results
The transformation delivered clear, sequential results: enhanced engagement drove improved relevance, which built awareness and ultimately increased store traffic and sales.
Engagement metrics rose from 0.7% to 2.4% within six months, exceeding category benchmarks. This engagement translated directly to organic growth, with follower acquisition costs decreasing from $2.14 to $0.87 per follower. Content production efficiency improved dramatically. The team decreased output volume by 30% while engagement increased by 380%, creating annual cost savings in content production while improving effectiveness. Brand awareness among 18-34 year-olds rose by 128% within 12 months. This awareness directly converted to active participation, with user-generated content increasing by 580+ pieces—content that performed 23% better than brand-created assets at one-eighth the cost. Store traffic and sales increased by 43% following high digital engagement, with incremental annual revenue directly attributable to the social strategy transformation.
The Results
The transformation delivered clear, sequential results: enhanced engagement drove improved relevance, which built awareness and ultimately increased store traffic and sales.
Engagement metrics rose from 0.7% to 2.4% within six months, exceeding category benchmarks. This engagement translated directly to organic growth, with follower acquisition costs decreasing from $2.14 to $0.87 per follower. Content production efficiency improved dramatically. The team decreased output volume by 30% while engagement increased by 380%, creating annual cost savings in content production while improving effectiveness. Brand awareness among 18-34 year-olds rose by 128% within 12 months. This awareness directly converted to active participation, with user-generated content increasing by 580+ pieces—content that performed 23% better than brand-created assets at one-eighth the cost. Store traffic and sales increased by 43% following high digital engagement, with incremental annual revenue directly attributable to the social strategy transformation.
The Impact
The shift in social media strategy reshaped both external perception and internal alignment.
The brand, once seen as conventional, became known for its voice and cultural fluency. Competitors began referencing its style of engagement as a benchmark. Internally, the role of the social team evolved. Rather than acting as a service department, it became a core contributor to brand growth—helping shape product launches, campaign themes, and even retail activations. Teams reported stronger collaboration, faster campaign cycles, and higher confidence in digital execution. As more legacy retailers seek relevance in digital spaces, this case demonstrates how reframing social media from a marketing function to a business asset can unlock both cultural visibility and commercial results—without increasing complexity.
“This changed how we think about our brand,” the CMO shared. “Not just how we speak to customers—but how we listen, how we learn, and how we lead.”
The Impact
The shift in social media strategy reshaped both external perception and internal alignment.
The brand, once seen as conventional, became known for its voice and cultural fluency. Competitors began referencing its style of engagement as a benchmark. Internally, the role of the social team evolved. Rather than acting as a service department, it became a core contributor to brand growth—helping shape product launches, campaign themes, and even retail activations. Teams reported stronger collaboration, faster campaign cycles, and higher confidence in digital execution. As more legacy retailers seek relevance in digital spaces, this case demonstrates how reframing social media from a marketing function to a business asset can unlock both cultural visibility and commercial results—without increasing complexity.
“This changed how we think about our brand,” the CMO shared. “Not just how we speak to customers—but how we listen, how we learn, and how we lead.”
Latest projects
PR & Communications
Crisis Communications
PR Crisis Management [94% Trust Restored] | Brief® Case Study
CASE STUDY: Our "Measured Response with Context" methodology navigated severe allegations, restoring 94% trust and boosting competitive win rates by 35%.
PR & Communications
Crisis Communications
PR Crisis Management [94% Trust Restored] | Brief® Case Study
CASE STUDY: Our "Measured Response with Context" methodology navigated severe allegations, restoring 94% trust and boosting competitive win rates by 35%.
Brand Partnerships
Consumer Behavior
Brand Collaboration [36-Hour Sellout] | Brief® Case Study
CASE STUDY: How our luxury brand collaboration between fashion and automotive partners sold out in 36 hours and commanded 280% resale premiums.
Brand Partnerships
Consumer Behavior
Brand Collaboration [36-Hour Sellout] | Brief® Case Study
CASE STUDY: How our luxury brand collaboration between fashion and automotive partners sold out in 36 hours and commanded 280% resale premiums.
Latest projects
PR & Communications
Crisis Communications
PR Crisis Management [94% Trust Restored] | Brief® Case Study
CASE STUDY: Our "Measured Response with Context" methodology navigated severe allegations, restoring 94% trust and boosting competitive win rates by 35%.
Brand Partnerships
Consumer Behavior
Brand Collaboration [36-Hour Sellout] | Brief® Case Study
CASE STUDY: How our luxury brand collaboration between fashion and automotive partners sold out in 36 hours and commanded 280% resale premiums.