Don’t lose conversion before your very eyes.
We’ve seen a growing demand for prescription and non-prescription glasses, driven by people’s increased awareness of eye health, fashion trends, and technological advancements.
To eyewear brands, it poses an exciting challenge.
Since the competition is ramped up with more players in the market and stronger strategies in place, eyewear brands need an increased engagement rate to drive more sales.
It’s time to update your paid advertising techniques to make your content more immersive, creative, and captivating.
In this article, we’ll share advertising tips from some of the biggest names in the eyewear industry.
- Feature professionals who use your products
- Capitalize on a convenient shopping experience
- Let your customers’ experiences speak for your brand
- Use eye contact to draw attention
- Keep a minimalist approach with a focus on the details of the product
Ready to create eye-catching ads? Look no further!
Feature professionals who use your products
The workplace is one of the best settings to use in eyewear ads. Thus, professionals are your ideal models.
Through them, you’ll be able to demonstrate the practicality and effectiveness of your products. Show how your eyeglasses cater to their needs when performing their jobs.
Remember that for any given setup (e.g. home, school, gym, workplace), there are several personas you can tap into.
Here’s a great example from Stoggles targeting people with the same problem at work.
This ad uses a healthcare professional in one scenario wherein they highlight the importance of the anti-fog feature in a working setup.
A professional worker also increases the credibility of your brand. The same goes for celebrity endorsers and influencers.
Stoggles takes an opportunity for a more credible approach by showing a close-up shot of the nurse’s face while communicating the five major features the glasses have.
This grabs the audience’s attention and promotes confidence in the product.
Capitalize on a convenient shopping experience
Companies that provide the most convenient and pleasant shopping experience will rise above the competition.
Knowing that the success of every business does not solely depend on the products being marketed, many brands design customer-centric online buying experiences.
Think of convenience as equivalent to customer satisfaction and loyalty.
Make every customer touchpoint easy, clear, and hassle-free. In return, they’ll want to repeat the same process with your company and you build long-term trust.
Warby Parker is one of the top brands known to capitalize on enhanced shopping experiences.
This ad brags about the free home try-on that saves customers time, money, and effort while getting all the benefits of the service in the comfort of their homes.
It starts with the statement “If you guys are anything like me, I hate going to the stores and trying on frames.” which captures a similar audience.
The video ad emphasizes how seamless the purchase is to persuade the audience more. The model guides the viewers through the online process of ordering trial pairs.
Then, it transitions the screen from the view of the website to the actual box built with all five frames. It then ends with the model putting on the glasses.
Use fun and creative angles when promoting your products
Eyewear has so much potential for offering unique and creative marketing angles given its functional and aesthetic side. For instance, a virtual try-on.
With this modern feature, customers can discover how the frames look on them with just a snap of their fingers. They can know what suits them best and what to purchase without going to the store.
The takeaway? Incorporate fun and engaging content whenever possible.
For example, have a look at this social ad from Warby Parker.
The video shows snippets of five models that have experienced the brand’s virtual try-on app. Each of them has quick versions of how they’re impressed.
With words like fun, realistic, wow, and obsessed, they share a pleasant experience that convinces viewers to try the app themselves
Who among your competitors are already using advanced technologies like virtual try-on? How do they craft their ads? You'll learn more when you sneak on the ads their run.
Let your customers’ experiences speak for your brand
A customer’s use case is concrete evidence of how your product satisfies their needs.
Eyeglasses are marketed to different segments of customers such as groups related to age, gender, lifestyle, etc. Presenting several use cases from different audience segments can help make your products stand out.
Make relatable ads by sharing the personal experiences of people who have already been using your products.
This video from Pair Eyewear promotes the glasses alongside the different outfits the model likes. It also clearly demonstrates the convenience and flexible options the product can give.
The content also serves as a fashion guide subtly pointing to the pairs of glasses as a great complement to each style as she goes from one style to another. It further adds value to the product by promoting its flexibility.
Use eye contact to draw attention
They say that eye contact is a powerful thing to connect to people, even with strangers.
This is evident in ads that focus on the eyes of the model. It draws the audience’s attention and makes the ad’s content memorable.
Here are some great examples of this tactic in action from Jimmy Fairly.
In the images, you’ll immediately notice the eyes of the models looking directly at the viewer as if it’s telling them something.
Their heads are leaning slightly on the side but their eyes are the focal point of the screen, which draws in the eyes of the audience.
Furthermore, eye contact can also be used to appear more sincere when conveying your message.
Keep a minimalist approach with a focus on the details of the product
Another tip is to highlight your products’ quality and creative craftsmanship.
In ads, this can be executed by sharing close-up shots of the eyewear’s parts.
Showing clear and focused shots of the details of your products makes your promotion look bolder and more confident.
Jimmy Fairly’s ad strategy is straightforward and minimalist and focuses on showcasing the eyeglasses’ structure and design.
Here’s one video marked by a deliberate absence of extensive explanations.
By keeping it simple and allowing the eyewear to speak for itself, Jimmy Fairly effectively communicates the product’s quality and aesthetic appeal.
This strategy is built on the idea that the product’s quality and design are compelling enough to capture the audience’s desire to purchase.
This kind of approach is especially effective for customers who appreciate elegance and sophistication in eyewear without elaborate marketing gimmicks.
In summary, if you take one thing away from this guide, it’s this: when it comes to eyewear ads, don’t let bland advertising bore your audience away.
More industry reviews are coming up so keep an eye out!
