A digital strategy for omnichannel impact
GrandVision is present in Italy with more than 400 stores under the GrandVision by Avanzi, GrandVision by Optissimo, and Solaris brands. Its people, the real beating heart of GrandVision, welcome customers to the store to dedicate to them the best services and continuous assistance over time.
GrandVision’s mission is to take care of its customers’ eyes and ensure maximum satisfaction by offering the best solutions for their daily visual well-being.
2018
Digital Media
Campaign
Challenge
Integrated Marketing Campaign.
GrandVision gave us a significant challenge: to plan an integrated marketing strategy consistent with offline touchpoints to achieve digital, media, and business goals with a 40% improvement against a stable YoY budget.
Solution
A media mix driven by results.
To increase engagement performance, site and store traffic, and sell-out for GrandVision and Solaris, we used an approach geared toward maximizing results and agnostic to the preferences of the individual media available.
A multidisciplinary team helped define an integrated media and content strategy for all the brands’ channels, online and offline, to dynamically activate a media mix driven by progressively achieved results.
Solution
Structured content for conversion.
We worked to improve and make brand communication messages and content clearer and more effective, accompanied by an in-depth study of buyer personas. To increase the number of online bookings of vision checks, we implemented specially structured content to convert our audience. We celebrated the most significant moments of the year with content synergy with the brand’s offline communication. In addition, our Studios directed a series of product shoots themed with the ongoing promotional initiatives in physical stores.
We implemented continuous optimizations of media planning through the real-time study of campaign data. We supported GrandVision’s e-commerce launch with a strategy to bring traffic and sales online and in-store.
Finally, to make the performance even more effective, we activated our resources to coordinate an Influencer Marketing strategy geared toward creating leads and sell-outs in GrandVision stores.
Results.
The strong collaboration between the Caffeina and GrandVision teams has been highly effective: after the first year of operation, we have seen tremendous results, enabling us to achieve the agreed-upon goals.
