American Optical is a distinguished name in eyewear. It offers high-quality optical frames and sunglasses that seamlessly combine style and functionality. As a trusted brand with a loyal customer base, American Optical consistently reinvents itself to remain a top choice in the competitive eyewear market.
Challenge
As Labor Day approached, American Optical was at risk of falling short of its monthly revenue goals. While ongoing paid social media efforts were improving the brand’s overall Marketing Efficiency Ratio (MER), direct returns on ad spend (ROAS) in the channel remained low. This presented a challenge: how to effectively harness the momentum and halo effect of paid media to drive significant revenue growth in a short window of opportunity.
Solution
The key to success lay in strategic scaling. An incremental budget was allocated specifically for paid social ads on Meta platforms, with campaigns designed to make the most of Labor Day traffic. Our strategic approach included:
- Scaling Intelligently: Weekly budget increases were mapped to growing campaign momentum, ensuring sustained impact.
- Precision Targeting: We honed in on high-intent audiences, including recent site visitors and Add-to-Cart users, ensuring ad relevance and engagement.
- Creative Optimization: Ads featured bold visuals and clear text overlays to stand out in competitive social feeds and maximize click-through rates.
- Enhanced CRM Initiatives: Additional customer relationship management strategies were deployed to nurture loyalty and encourage repeat purchases.
This holistic, data-driven approach positioned American Optical to extract maximum value from every incremental dollar spent.
Working with the QRY team has been a game-changer for our DTC business. They think proactively about our needs and manage our entire digital media strategy, not just the tactics. It’s what sets them apart. - Jessica Barker, Head of Brand & Ecommerce
Results
The results demonstrated the power of a well-executed scaling strategy:
- A 37% week-over-week increase in ad spend yielded a 57% improvement in attributed ROAS.
- High-intent audience targeting led to an 87% increase in spend, driving an extraordinary 160% growth in revenue.
- Incremental investment reinforced gains in MER, showcasing the broader impact of paid social on overall revenue generation.
At a time when we thought our target may have been a bit too aggressive, their team came back with a great plan that scaled our spend perfectly, and then exceeded our goal. They’re not just invested in ‘a moment,’ they’re invested in helping us achieve our larger brand vision. Not only have we enjoyed partnering with their team of fun and professional people, we’ve reaped the rewards of their talents with incredible results! - Jessica Barker, Head of Brand & Ecommerce
