Challenge

Scaling a New Brand in a Crowded Space - and Finding the Best Agency Partner to Help

Luxury eyewear company Visionist was in a tricky situation: they had split their marketing efforts between two different websites, each focused on one of the high-end eyewear brands the company owned.

Because of this, they needed an opportunity to reach a broader audience, Chief Marketing Officer Melissa Brecher explains.

“Supporting two different websites is not terribly efficient when you have a lean team,” she says.

Spreading their marketing budget and efforts across two niche brands hampered their growth and made it harder for them to achieve wider brand recognition.

“We were growing, but we couldn’t scale in any real way that was sustainable,” Melissa says.

Fortunately, the team had the plan to make sustainable growth and scaling much more attainable. They decided to launch an entirely new multi-brand retail website that sold both their brands, as well as other well-known luxury eyewear products with higher name recognition.

They realized they needed to find a new agency partner to do this. Previous marketing agency partners hadn’t performed well enough for Visionist to trust them with the project.

“Previous agencies we worked with didn’t bring us sophisticated ideas,” Melissa says. “They were very reactive to ideas that we had, but they were never proactively testing hypotheses.”

Visionist began searching for a new media agency partner who could help them build a media strategy, launch their new website, and drive maximum brand awareness.

“We wanted to work with a team who understood the luxury space and who understood the differences between brick-and-mortar retail and the digital realm,” Melissa says. “We wanted a partner who could help us tell complicated stories in a space that doesn’t really allow for complicated stories.”

“We wanted to work with a team who understood the luxury space and who understood the differences between brick-and-mortar retail and the digital realm. We wanted a partner who could help us tell complicated stories in a space that doesn’t really allow for complicated stories.” - Melissa Brecher, Chief Marketing Officer, Visionist

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Solution

A Proactive Media Partner with Valuable Strategic Expertise

From the first meeting, Melissa knew that QRY was a different media agency.

“From the beginning, I loved their approach,” she says. “They were constantly testing new hypotheses and learning from them. They didn’t just come to us with a recap of what had happened the previous month—they came with proactive strategies that we could test in the month ahead and flexibility to adapt to each new market challenge.”

Visionist hired QRY before their new website launch to help them develop strategies to introduce the brand to market and build brand awareness.

“QRY helped craft an effective launch strategy. We worked in concert to determine how to overcome the challenges of a holiday launch with a lean budget,” Melissa says.

Once the new website launched, QRY’s strategic planning helped them grow the brand month-over-month, even with a flat marketing budget. They made messaging recommendations to improve campaigns and helped drive profitability.

“QRY is constantly developing new strategies and new ideas for how we might be able to get better performance,” Melissa says. “Even in months we’ve not been able to increase our budget, they’ve worked with us to rethink how we can best redeploy our resources in really smart ways.”

The difference with other past agency partners was a game-changer. On top of that, the QRY team was also much easier to work with.

“We have all worked with partners who are not terribly accessible or don’t seem very focused on learning our business,” she says. “QRY has an impressive team of channel specialists with deep subject matter expertise. We appreciate their commitment to understanding our business, which is complicated because it straddles luxury fashion and medical devices. But most of all, we feel like they are truly invested in our success.”

“QRY is constantly developing new strategies and new ideas for how we might be able to get better performance. Even in months we’ve not been able to increase our budget, they’ve worked with us to rethink how we can best redeploy our resources in really smart ways.” - Melissa Brecher, Chief Marketing Officer, Visionist

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Results

653% Increase in Website Visits and Positive ROAS within Three Months

With QRY’s help, Visionist’s new multi-brand website has been a great success. They’ve exceeded their goals every month, and they reached positive return on ad spend (ROAS) within the first three months. They’ve grown explosively since then. Visionist has also increased website visits by 653%, and brand search volume has gone up by 230%.

“We’re getting more efficient and smarter with our ad spend,” Melissa says. “That means that we’re getting better results for every dollar we spend.”

QRY has given Visionist the support they needed to succeed, Melissa adds.

“We are a lean team, and we never have enough time in the day to do everything,” Melissa says. “QRY is enormously patient with our questions. They’re incredibly responsive.”

For companies like Visionist, having a partner agency like QRY has made all the difference.

“The most important thing is that they’re deeply invested in our business, and it shows. We can see it in their attention to detail, the ideas they bring us, and the number of people servicing our account,” Melissa says. “It’s really clear.”