When Nouveau Eyewear recruited our expertise to help launch a new line of frames created for high-end denim brand, True Religion, yet slated to be sold exclusively at Walmart Vision Centers, we were faced with a particularly tough challenge: Create a winning campaign leveraging a triple brand-partnership to drive in-store sales of luxury items at a price-conscious retail outlet.
We crafted a campaign that would playfully raise timely issues of representation while affirming diversity of thought, gender, race, and expression, and chose the hashtag “#BeingSeen” to curate stories across social channels.
We enlisted the help of millennial influencers across the US who embodied the spirit of #BeingSeen and a non-profit partner, Restoring Vision, that would both benefit from a percentage of all sales, and lend credibility and social impact to our campaign.
Influencers showcased the eyewear in their social posts, issuing a call-to-action to their followers to share what #BeingSeen meant to them, and to visit the campaign website, PowerOfBeingSeen.org. Here, visitors encountered a Walmart Vision Center Locator that we designed for the express purpose of driving in-store traffic.
8 Influencers, 30+ posts, and a 500k+ reach in 30 days resulted in more than 3,500 meaningful shoppers who viewed frames and identified their local Walmart location. All in all, it was a masterful demonstration of marrying top and bottom of the funnel considerations, and creating both a boost to the brands’ reputations, and actual intent to purchase.