New Look Vision Group Inc, a leading distributor of vision care products and services in Canada, turned to Made in to help them grow their social media banners. The objectives? To improve awareness of these six banners located in Vancouver, Toronto, Montreal and Quebec City, and to encourage Internet users to visit their digital platforms. This was done in two phases, between July and October.
The challenge
New Look Vision Group Inc. continues to grow in Canada and mandated Maison Made in to promote six of its banners to 25-60 year olds looking for valuable advice on choosing quality eyewear. One of the challenges of this mandate was to select and recruit influencers who would be able to convey the brand essence of each of the 6 banners:
Crédit photo : @tonififiThe Made in team of specialists designed and deployed an influencer campaign that targeted an urban audience between the ages of 25 and 60, with different eyewear needs and buying patterns.
Across Canada, 11 content creators of all ages, from fashion to lifestyle, between 10 and 136K subscribers, were recruited. Their mission? To highlight the attributes of the services offered by each banner and to make people discover the frames. The creators each published two photo carousels and a series of in-store stories: elegant, chic and distinguished content. And to generate new interest, each influencer ran an Instagram post contest to offer the chance to win a $500 gift card.
In Quebec City, Pézie Beaudin showcased her experience in the Pineault boutique with Rouleau through informative and aesthetically pleasing stories. Not to mention the impact of her contest and the excellent 8% engagement.
The deployment of this influencer campaign with a rigorous selection of fashion and lifestyle designers gave a large geo-localized visibility to the eyewear group’s banners. The creative content produced with the frames and the integration of specific tactics such as the contest, worked to increase the notoriety of the banners while improving the consideration towards the proposed services. A notoriety greatly increased with the implementation of a targeted media amplification campaign, via Facebook ads.