Case Study
Zenni partnered with Wpromote to take their entire digital strategy to the next level. We tackled everything from cross-channel tracking and attribution to upper-funnel branding and new audiences to drive success across both paid and earned media channels, growing revenue by 1,000%.
Their Story
Zenni was founded in 2003 by two scientists in the San Francisco Bay Area. They were itching to make aesthetics and practicality coexist in the optical world because everyone deserves to look good while wearing an affordable pair of glasses. As they grew, Zenni was ready to transition from the best place to buy affordable glasses online to the best place to buy glasses, period.
The Challenge
Julia Zhen, the founder of Zenni, was looking for ways to expand her quickly-growing but relatively unknown prescription glasses business. Without a marketing team to speak of, Julia had built Zenni into a profitable company with a solid foundation, and Zenni customers absolutely loved the brand. But Zenni aspired to be a billion-dollar company, a goal that would prove elusive if Zenni was pigeonholed as the “place to buy $6.95 glasses.”
Wpromote needed to set up a strong foundation in the bottom funnel across paid and earned media, than build the brand upward to expand into new audiences. Achieving Zenni’s audacious goals meant prioritizing innovation in media planning and a continuous test-and-learn approach that would keep the brand agile and responsive to changing consumer behavior and new opportunities to capture market share.
The Solution
Almost immediately, Wpromote was able to act as a direct extension of Zenni’s understaffed internal marketing team. To set that critical foundation, our experts focused on dramatically improving cross-channel tracking and attribution so we could understand what made each digital channel vital to Zenni’s overall success. Paid search and paid social formed the bedrock of our direct response paid media strategy.
As we maximized bottom-funnel sales and conversions, we also needed to ensure the long-term vitality of any business, which required investment in top-of-funnel marketing initiatives to acquire new customers and lock in repeat customers. One critical area was TV. Zenni worked with Wpromote to bring their digital performance channels and TV together into a single audience strategy. By layering third-, and first-party data that powered deeper audience insights onto their TV buys, we could drive stronger holistic performance for Zenni while scaling high-quality production assets and taking advantage of direct deals and partnerships with premium content partnerships.
Across the full funnel, we also put a continuous test-and-learn framework into place to ensure Zenni was staying ahead of the competition. They were able to gain an early adopter advantage by opting into new innovations like Snap AR and experimenting with interactive content on their website that fueled first-party data collection.
Leading The Industry
The results of this partnership have been nothing short of phenomenal. Old competitors have been left in the dust as Zenni has worked with Wpromote to successfully challenge and surpass bigger competitors through full-funnel media strategy and planning.
