Strategic Marketing Agency YURMARK

Fielmann

Optical brand
Fielmann in Belarus

How to attract a young target audience to a conservative brand?

Defining the tasks

Foundation is a strong brand with 612 stores across the EU and its philosophy

100% sales through offline stores
Positioning — optics for the whole family, ideal audience 30+
Strong competitor — Cinderella chain of opticians, with a larger network of stores and weak online marketing
Strengths — old history and confidence in the brand, free eye doctor, NULLTARIF — frames for 1 ruble
Marketing tasks: to launch a modern online store and convey to the young audience that Fielmann is stylish and practical

Strategy

Praktisch und Stylisch

For a young audience frames are an element of style in the first place and a means of visual hygiene in the second. To choose frames young people are ready to explore the websites and Instagram of optical brands until they «respond» to the nature of the brand and the design of the frames.

Competitor analysis confirmed our hypotheses — the most popular Instagram-accounts in this niche were focused on a young audience. And here modern minimalism, on style, bold and sociable Tone of Voice is on trend. Our task was to convey to young people that the conservative and practical Fielmann brand has a stylish youth line of frames

Tactics and implementation

Media plan for packaging and launch:

The website is the centerpiece of the sales funnel: a clear and convenient path from selection of frames to payment and receipt
Virtual fitting room on the site to increase visitor engagement and ease of choosing frames
Organizing content shooting for filling the site, social networking start and for advertising creatives
Content plan for Instagram launch for 3 months, ready posts and daily creatives for a month ahead
Instagram and Google advertising by geo-location: within the service radius of Fielmann opticians throughout Belarus

Communicating with a young audience

How to communicate the practicality and style of the brand to the target audience?

A series of animated and video creatives for targeted advertising of the line of frames for 1 ruble — Nulltarif, a series of useful publications on visual hygiene and eye care, collaborations with young local bloggers — all this is prescribed in the media plan