Lenskart, the leading online eyewear retailer, harnessed the power of a multi-faceted digital marketing approach. This encompassed a blend of search engine optimization, social media advertising, and email marketing, resulting in remarkable outcomes. Their strategy led to a significant surge in website traffic, boosted online sales, and elevated brand recognition.
What made Lenskart's strategy even more effective was their shrewd utilization of influencer marketing and tailored promotional campaigns, further amplifying their achievements. By prioritizing the customer experience, Lenskart not only enhanced their online sales but also forged a formidable brand presence in the fiercely competitive eyewear market.
Several decades ago, eyeglasses were far from being considered fashionable. However, as we step into 2022, glasses have undergone a remarkable transformation, becoming trendy fashion accessories. They have evolved beyond mere vision correction tools, now symbolizing both knowledge and style while enhancing our view of the world. Lenskart stands out as a trailblazing force in this eyewear revolution.
Lenskart was founded in the year 2010 by Peyush Bansal along with Sumeet Kapahi and Amit Chaudhary and was initially called "Valyoo Technologies".
It was initiated to assist approximately one-third of the Indian population grappling with vision problems, making quality eyewear and lenses accessible at an affordable cost.
An improved expression of their mission and vision would be "Affordable Luxury." They've achieved this by eliminating middlemen costs, employing in-house robotic technology for crafting lenses and eyewear components.
Lenskart offers an extensive collection of frames, boasting over 5000 varieties, making it the largest assortment available among Indian retailers. Their impressive range features top brands such as RayBan and Oakley, alongside a selection of exceptional in-house collections.
They offer convenient at-home try-on for frames, home eye tests, lens trials, numerous physical stores including flagship locations, and a remarkable membership program.
Lenskart has seen significant growth, expanding its inventory and customer base. They've gone from serving 30 customers a day to an impressive 3000, resulting in a revenue of nearly $2.5 billion and a monthly customer visit rate of 1 lakh.
A significant portion of this achievement is attributable to Lenskart's inventive and captivating marketing approach. However, before delving into their digital marketing strategy, it's vital to recognize the significance of staying updated on current marketing trends and the advantages this awareness can offer.
Lenskart’s Target Segment
Lenskart's primary engaged audience falls within the age brackets of 18-24 and 25-34.
The 18-24 age group constitutes the largest consumer base, making up approximately 38.74% of the audience.
Approximately 35.96% of their audience falls within the age group of 25-34. This suggests that millennials and GenZ are their primary clientele.
The age group of 35-44 constitutes 12.01% of Lenskart's consumer base, and they are the leading contributors to engagement.
Regarding gender demographics, the majority, comprising 62.30%, are male, with the remaining 37.70% being female consumers.
Lenskart’s Digital Marketing Campaigns & Strategies
Now, let's examine the digital marketing campaigns devised and promoted by Lenskart, which have demonstrated substantial success in fueling their growth and revenue.
Campaign 1 – The War of Fair Prices #KaranVSPeyush
"The War of Fair Prices" marked a digital campaign led by Lenskart, featuring the notable figures Karan Johar and Peyush Bansal. This initiative's core objective was to raise awareness regarding fair eyewear pricing and its potential to reshape consumer perceptions of high eyeglass costs.
The campaign adeptly utilized the celebrity endorsem*nt from Karan Johar and the trusted reputation of Peyush Bansal, Lenskart's CEO, to effectively convey the message.
Incorporating humor and relatable situations enhanced the campaign's attractiveness to the intended audience and played a crucial role in reinforcing brand recognition.
The campaign garnered significant traction on social media, enhancing Lenskart's reputation as a reliable and budget-friendly eyewear provider.
Campaign 2 – Nazar Ghati Durghatna Ghati 2.0
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Launched during the IPL season in October of 2021, this marked Lenskart's humorous approach to addressing problems arising from vision issues. The ad campaign featured a series of short films that comically tackled mishaps resulting from poor eyesight.
The ads creatively incorporated some of the most unbelievable and comical IPL moments to emphasize the value of clear vision. From fielders accidentally colliding to the wicketkeeper's missed catch, each scenario concluded with a touch of humor, all while conveying the message.
The ad campaign spotlighted a film featuring a player opting for a protection cup rather than a face mask, effectively promoting the importance of their high-quality lenses and glasses.
The primary objective of this advertisem*nt was to highlight their newest Augmented Reality feature. This feature enables customers to virtually try on glasses and receive personalized recommendations based on their face shape, all within a quick 10-second experience.
The advertisem*nts were exclusively aired during the IPL season on social media platforms such as YouTube, Instagram, Facebook, and Twitter, and were also televised.
The advertisem*nt achieved remarkable success, with a staggering 25% of customers exploring the new feature, leading to a surge in conversions.
The campaign's substantial success can be attributed to its timing, in addition to the clever use of humor. By capitalizing on the IPL frenzy and broadening their target audience, they crafted consumer-focused advertisem*nts.
Lenskart’s Social Media Marketing Strategies & Case Study
2.76% of Lenskart’s engagement originates from various social media platforms such as YouTube, Facebook, and Instagram. This translates to nearly 2.8k monthly visitors being solely driven by advertisem*nts on these platforms.
Social media marketing involves promoting a business online on specific platforms tailored to the business's needs.
