Reaching Your Audience When Launching New Products

Reaching Your Audience When Launching New Products

Project Summary

Date
05 October 2018
Client
Diff Eyewear
Category
Tags

The Mission

Introducing a new product in an emerging category can be a challenge, and identifying key purchasing factors before they exist can be equally as daunting. The challenge Diff Eyewear faced when launching their all-new blue light blocking glasses to the world was a steep one, but we knew it would be successful with the right approach. Blue light technology had not yet gained the popularity it now has, so we had to inform our customers why these were as necessary for everyone as reading glasses for someone with poor eyesight. On top of that, Diff’s only product line, sunglasses, was very seasonal, and we needed a second line to support year-round product sales.

The Outcome

We created a full marketing campaign complete with video spots, ads, emails, and billboard messaging. To create content, we shot an editorial campaign, product shoot, as well as storyboards for our video and social content.

The Impact

After the campaign, we had a second, powerful product line to supplement our sunglasses line and achieve our goal of having stable year-round revenue.

My Role

I conceptualized, designed, and built emails with beautiful layouts and dynamically displayed products, which lead customers to our site, ready to purchase. These layouts were then used by the Digital Design team as templates for nearly every customer-facing email sent by Revolve.

Creating A Reliable Revenue Stream

Diff Eyewear is a company that makes glasses and donates eye exams and medical help to those in need with every frame purchased. The three co-founders started the company when they realized there was an opportunity in a marketplace dominated by a monopoly for decades. To separate themselves, they created three pillars to govern all operations: quality, price, and charity. These pillars informed every decision made at Diff, whether business, design, or otherwise. Their first product line was sunglasses, and they sold and produced thousands. After several years, it became apparent that as successful as the sunglasses were, they were a seasonal purchase at best. A new strategy was necessary to create reliable, year-round revenue: blue light blocking glasses fit the bill. Once they decided to proceed, testing and production of blue light glasses began in late 2017 with a target launch of Q4 2018.

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The Goal

Launching an all-new product line is no small task, and the primary key was informing their customers early and often to build anticipation. They also needed to communicate to their audience why the glasses were a necessity and educate them on the dangers and side-effects of too much blue light exposure. This message is vital for blue light glasses because health and wellness concerns surround constant exposure to blue light through the devices people use. Finally, as mentioned before, Diff only had one product line, which was very seasonal. Revenue was healthy, but it could be better if we had better year-round sales.

The Gap

The main challenge with this launch was a general lack of knowledge regarding the subject of blue light blocking glasses and their benefits. We knew we must inform the customer of the importance because they won’t buy something they don’t realize they need. A significant problem that needed solving: Advertising in the right places where customers would be most likely to convert with solid purchase intent. We needed to be strategic with design language and visuals so the marketing would feel reassuring, enticing, panic-inducing, and trustworthy at the same time. We had to show this product was essential for everyone.

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The Gamble

The initial concept was a video spot we called “A Day in the Life,” depicting a woman waking up and going through her daily routine. It showed how frequently digital screens were involved, thus explaining the need for blue light glasses to block all the light emitted from those screens. The video was too ambitious, given our tight deadline, and we scrapped the concept. We decided to create several short videos depicting models performing everyday activities on devices, such as working, socializing, texting, gaming, binge-watching, and more.

The Gain

After running the DIFFuse the Blue campaign, Diff had a second very successful product line. We had informed our customer base so well, and they were purchasing multiple blue light glasses per year. Blue light revenue has been on a steady upward trend for Diff since the launch and continues to be a massive driver. This campaign made the goal of substantial year-round income a reality.

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Credits

Creative Direction
Amy Makkabi

Editorial Art Direction
Amy Makkabi, Christopher Hapner

Editorial Photography
Dan Busta

Digital Design, Storyboarding, and Retouching Supervision
Christopher Hapner

Retouching
Estrella Bonto

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