The Objective
Expanding beyond email marketing
Eyeconic® is an eyewear retailer that specializes in quality frames, lenses, and contacts. Founded by non-profit vision care provider VSP®, Eyeconic makes fashionable eyewear and vision wellness accessible.
The brand’s influencer marketing journey started when it sought new ways to generate brand awareness and grow top-of-funnel subscribers. While Eyeconic had a strong bottom-of-the-funnel strategy, it struggled with optimizing its initial email welcome campaigns and experienced high churn as a result.
Eyeconic wanted to find an alternative to its standard email opt-in process and increase brand awareness. It also wanted to improve its return on ad spend (ROAS) benchmark, to double or exceed its existing KPIs.
The Solution
Building awareness with micro-influencers
Eyeconic wanted to reach consumers after they engaged in its online e-commerce funnel but in a new and unique way.
A new referral program
With this goal top of mind, Later helped Eyeconic develop a referral strategy that activated its existing site traffic, getting them to share an exclusive offer on social media with friends and family in exchange for a reward. This concept resulted in the “Give $10, Get $10” referral program initiative.
To help publicize this program and reach new customers, Eyeconic activated its existing advocates along with an exclusive group of micro-influencers.
Not only did this method spread the word about the referral program, but it also increased brand awareness and generated new word-of-mouth website traffic.
A referral link generator
Later helped Eyeconic execute its referral program by integrating its Influence Plug-In and adding a conversion tag to Eyeconic’s website. This integration powered an always-on, branded referral link generator that dynamically interacted and engaged with existing shoppers, prompting them to participate in the “Give $10, Get $10” offer.
It also encouraged participants to share the link on Facebook, Twitter, Pinterest, LinkedIn, through email, or in an alternative destination of their choice. Once shared, Eyeconic issued $10 promo codes for every successful conversion.
The Results
An alternative growth path
15
Conversions Per 1M Site Visitors
58.5%
CTR on Shared Promotions
4.6x
Return on Ad Spend (ROAS)
$206
Average Value per Conversion
The brand’s goal to find an alternative growth path to supplement its email marketing efforts proved effective. For every million site visitors, Eyeconic’s referral program resulted in 15 unique conversions.
With an average value of $206 per conversion, the referral program drove a 58.5% click-through rate (CTR) on shared promotions and a 4.6x ROAS, exceeding its initial goal of 2x.