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Strategic Marketing Agency YURMARK


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


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

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The project was worked on:

Aliaksandr Yuruts

Strategist, CEO Yurmark

Volha Yuruts

Project Manager

Daria Shamko

UX/UI Designer

Maxim Bulavko


Yakatsiaryna Liohankaya

Motion Designer

Would you like to discuss the project?

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Where to find us?

03-736 Warszawa, Plac Konesera 12