Case Study : Optical Superstore | Sun Media

Our client’s wins are our wins

We delivered a powerful new website with dynamic search features designed to make the purchasing experience fast and enjoyable. Allowing customers to search via shape, colour, material, price and category. In preparation for full ecommerce strategy set for later in 2022, Sun Media integrated VR technology to allow customers to try before they buy. Using any device, at any time customers can use their very own virtual mirror using the latest tech to scan users faces and allow for accurate frame selection prior to either completing their purchase online or in store. For contact lenses orders we integrated a secure prescription upload system for customers use at ease, in line with information security standards. which is specifically related to practices for protecting personally identifiable information (PII) within cloud infrastructure. In addition, we developed a reorder reminder system to create loyalty and repeat sales to the iconic Australian brand.

Search Engine Optimization

In our SEO journey with the Optical Superstore, we embarked on a four-phase strategy to boost their online presence and drive meaningful results.Phase 1 involved diving deep into competitor analysis and onsite content assessment to identify areas for improvement. Armed with this knowledge, we moved swiftly into Phase 2, capitalizing on high-value opportunities to optimize existing content and create new, engaging pieces. The results were impressive, with fast improvements in rankings and the establishment of the Optical Superstore as an authoritative source in their industry.Phase 3 was all about building authority. We focused on creating high-quality backlinks and maintaining a steady stream of valuable content. This combination helped solidify the Optical Superstore's position as a trusted industry leader.To stay ahead of the game, Phase 4 involved regular restrategizing every six months. This allowed us to adapt to changing SEO trends and ensure our efforts remained effective in the long term.Throughout the entire process, we prioritized technical brilliance. Conducting a thorough technical audit, we addressed issues like duplicate meta data, site security vulnerabilities, thin content, and broken links. By resolving these underlying problems, we set the stage for a successful SEO strategy.Keyword research and tracking were crucial components of our approach. Continuously monitoring trends and performance, we uncovered numerous opportunities to boost visibility and attract targeted organic traffic. By understanding the potential clicks and traffic each opportunity could bring, we prioritized areas with the most growth potential.Moving forward, we will continue to collaborate closely with the Optical Superstore's marketing team, aligning our ongoing SEO strategy with their goals and priorities. Together, we will unlock even more growth opportunities through refined keyword research and optimization.Our comprehensive SEO strategy encompasses technical optimization, content optimization, link building, keyword research, and website experience. By following this four-staged approach, we have achieved long-term success in organic rankings for the Optical Superstore

Google Ads

This includes optimizing the ad copy and visuals to resonate with the target audience and drive engagement. By continuously testing and refining the campaigns, we ensure that The Optical Superstore's messaging is effective and impactful.In addition to segmenting ad groups and utilizing defined topics and key interests targeting, we also leverage responsive ads. This allows us to reach a wider audience and maximize the visibility of The Optical Superstore's ads.Furthermore, we integrate these Google Ads Display campaigns with other digital channels such as paid search, SEO, and social media. By creating more touch points for lead generation and conversion, we increase the chances of reaching new audiences and driving them to take action.The goal of these campaigns is not only to generate leads and increase conversions but also to build brand awareness and recognition. By consistently delivering the same brand messaging across different placements and targeting specific audiences, we create a strong brand presence in the minds of potential customers.Overall, our approach to Google Ads Display for The Optical Superstore is focused on segmenting ad groups, utilizing responsive ads, and continuously split testing to optimize performance. By aligning our campaigns with the objectives, main audiences, and products of The Optical Superstore, we ensure that their advertising efforts are efficient, effective, and impactful.

Social Media Campaigns

Initially, the key deliverables were focused on increasing brand awareness and building out the organic strategy. Once this was established, our focus included increasing revenue through booking appointments online from both Facebook and Instagram. Both platforms play a role in lead generation and community building for audiences and different market sectors. This continues to be our ongoing strategy.

Social Media Organic

Our objectives were to create a strong, familiar, and reputable brand that became a reliable resource/destination for education on overall eye health through regular visits to The Optical Superstore. In addition to this, we aimed to drive sales and optometrist appointments by providing easy-to-follow eye care information with products and solutions. By offering a wide range of high-quality eyewear and accessories, we aim to educate and provide customers with the tools they need to maintain optimal eye health. These objectives remain ongoing as we prioritise the importance of eye health education and drive sales through The Optical Superstore's comprehensive product offerings.

Social Media Paid

The primary objectives of the Video Views campaigns were twofold: firstly, to create brand awareness among a fresh or newly introduced audience, and secondly, to utilize videos as a means of collecting a database of these new viewers. Facebook's feature allows The Optical Superstore to retarget individuals who have watched the video for at least 3 seconds. This campaign effectively introduced the brand to customers at the initial stage of the marketing funnel.  

Engagement ads focus on showcasing The Optical Superstore's organic content from their social media feeds. By selecting a post from either Instagram or Facebook that has already demonstrated strong reach and engagement, we aim to promote it to an audience in order to encourage interactions with the post and drive traffic to the social pages and website.

  Conversion campaigns are designed to measure tangible outcomes and return on investment from paid social advertisements. In this case, we target a combination of new and interested audiences with a direct message that highlights the benefits of a specific product and prompts them to make a purchase through a call to action. The provided link maximizes the likelihood of conversions, and the number of appointments serves as a measurable goal in this campaign.

Video Views

Engagement