Brand Awareness for Optical Retail Leaders

ROI-Oriented Digital Marketing Strategy

Our goal with +Visión has been, from the very beginning, to enhance the digital presence of the brand to promote brand awareness and the sale of its products.

To achieve this, after an initial audit, we designed a ROI-oriented digital strategy that involves increasing the community and engagement on the brand's online channels, reducing the acquisition costs of leads and directing campaigns towards mobile terminal visibility, based on a mobile first approach.

Our main challenge was to prioritize the experience of clients and users in all actions carried out and measure the results of our actions based on actionable metrics that allowed us to apply an iterative methodology of continuous improvement.

The challenge we faced was to increase the acquisition of new users from +Visión's campaigns while reducing their monthly acquisition cost. To do this, we conducted an extensive audit to define business objectives and eliminate the “last click” attribution model.

We worked with automation technology through Google's dynamic search ads (DSA), thus hyper-segmenting new users searching for products related to +Visión's extensive inventory on their website.

Impact

Runroom has helped +Visión improve its user attraction campaigns by capturing high-quality traffic, increasing its conversion rate, and exponentially growing its ROI.

Thanks to the automation and personalization of the ads, we were able to increase the CTR by 86%. In just 4 months, we improved the conversion by 450% compared to the results of the entire year 2018. This allowed us to reduce the CPL by 97% and improve the ROI by 1850%.

We also took charge of the Inbound marketing strategy, managing their social media, email marketing campaigns, and SEO strategy based on content. Under the challenge of improving their digital presence, we worked on increasing their organic visibility, brand positioning, community growth, and its engagement. In this case, we focused not only on +Visión but also on Solaris, a chain specializing in sunglasses.

The organic visibility index experienced notable growth from the moment we started working on our content strategy. In just one year, thanks to the content strategy developed on the +Visión blog, we managed to increase organic visibility by 150%, organic traffic by almost 60%, and the number of keywords ranked in the top 10 and 100 by over 100%.

In order to automate and personalize to the maximum each of the communications that +Visión users receive by email, we created an email strategy adapted to each client's lifecycle, purchase type, age, and preferences. The purpose of this action was to better understand the audience, retain them by offering relevant content at each stage of their lifecycle, encourage purchases within a certain period, and promote cross-selling.