Sunglass & Optical Warehouse is a San Diego institution. It has been selling sunglasses and prescription eyewear since 1985. They rightly claim that they have the largest selection of eyewear in San Diego. With that said, it was time to revamp the brand image and compete with online upstarts like Warby Parker and the like. The old marketing trap of what had been working in the past wasn't cutting it anymore - terrestrial radio, paper coupons, direct mail, etc. Enter Cerebral Itch.
We proposed reaching out to new vibrant markets and re-jigger the brand to make it a bit more approachable and fun. The logo was off limits since it had great brand recognition. So instead of showing pictures of the store, glasses and brand logos, we went with the core colors of the logo - black and yellow - and created irreverent copy aimed at specific markets: LGBT, newly engaged brides and 25-35 MF w/ MHI >$75K. All those targets have disposable income and we successfully went after them with email marketing, targeted print and mobile advertising.
We also optimized their website for mobile which led to the biggest success. In conjunction with targeted mobile advertising, the mobile website saw 18K Total Visits, 29K Total Page Views, 307 Clicks to Call, 191 Clicks to Map in a 90-day period. Dwarfing traffic experienced by the regular site in the same time period.