This episode features Sarah Landsman, Senior Director of Brand Strategy and Eye Care Marketing at LensCrafters, discussing their 'See.Good.Daily' marketing campaign. She explains how the campaign was designed to resonate with millennials, focusing on raising awareness for contact lenses and daily disposables by integrating a message of random acts of kindness into their brand messaging. Ecommerce operators can learn about targeting specific demographics and integrating brand values into marketing.
Key takeaways
To effectively reach a millennial audience, brands should weave social responsibility and purpose-driven messaging, such as 'random acts of kindness,' directly into their marketing campaigns.
Developing marketing campaigns that specifically highlight product benefits and features (e.g., contact lenses and daily disposables) can drive awareness and consideration within a target demographic.
Leverage brand messaging to build an emotional connection with the target demographic, transforming product promotion into a broader, relatable lifestyle message.
Consider how to feature specific products within a broader brand narrative or campaign to achieve multiple marketing objectives simultaneously (brand building and product awareness).
In episode 64, Total Retail's Executive Editor Joe Keenan interviews Sarah Landsman, senior director, brand strategy and eye care marketing for LensCrafters, a Luxottica Retail brand, about LensCrafters’ marketing campaign, See.Good.Daily, which helped to drive awareness of contact lenses and daily disposables for LensCrafters. Landsman explains how the campaign was constructed to reach its target demographic,…
To effectively reach a millennial audience, brands should weave social responsibility and purpose-driven messaging, such as 'random acts of kindness,' directly into their marketing campaigns.
What does this episode say about brand & content?
Developing marketing campaigns that specifically highlight product benefits and features (e.g., contact lenses and daily disposables) can drive awareness and consideration within a target demographic.
What does this episode say about brand & content?
Leverage brand messaging to build an emotional connection with the target demographic, transforming product promotion into a broader, relatable lifestyle message.
What does this episode say about brand & content?
Consider how to feature specific products within a broader brand narrative or campaign to achieve multiple marketing objectives simultaneously (brand building and product awareness).
