Highlight: Deep Interaction with Members to Imprint Fashion and Professionalism

### Project Background

LENSCRAFTERS (亮视点) is a global high-end eyewear retailer, which entered the Chinese market in 2006 and now has over 100 chain stores in the Greater China region. LENSCRAFTERS is committed to its brand promise of "Love Your Eyes," striving to provide high-quality vision care services to more customers. The store brings together numerous top eyewear brands from around the world, offering Chinese consumers a professional and fashionable new vision.

LENSCRAFTERS primarily offers three main product lines: optical glasses, sunglasses, and contact lenses. Except for contact lenses, which need frequent replacement due to their short usage time, the remaining eyewear categories are considered low-frequency purchases in people's daily lives. Therefore, the core objective of this project is to **increase the repurchase rate of LENSCRAFTERS products and re-engage dormant members**.

### Project Goals

Increase the awareness and reputation of LENSCRAFTERS, imprinting the brand's combination of fashion and professionalism into the hearts of consumers and expanding its brand influence. Attract new members, reactivate dormant members, and boost member engagement, thereby increasing the repurchase rate and improving conversion.

### Strategy and Execution

1Insights and Strategy

LENSCRAFTERS has hundreds of thousands of online members, which is a significant base, and the brand's quality and reputation hold an advantageous position within the industry.

Therefore, compared to simply acquiring new members, revitalizing existing members and leveraging their word-of-mouth to attract new ones is a powerful strategy to achieve the brand's project goals.

By planning and executing a year-round online social campaign, engaging in continuous, fun, and relatable conversations with members, we can enhance member participation, build emotional connections, and leverage existing members to attract new ones, achieving rapid customer acquisition while increasing repurchase rates.

2- Project Execution

(1) "Test Your Vision" H5 Mini-Game: Start by Saying Hi to Fans

Simple and straightforward mini-games are not only easy to play but also quickly attract attention through viral spread. They easily create habitual participation, where players feel determined to win, often leading to better conversion rates.

LENSCRAFTERS kicked off their year-round social campaign with an excellent opening interaction through an H5 mini-game themed "Test Your Vision."

The mini-game consists of five levels, set in a vision test scenario where users must spot the differences on the challenge screen. Successfully passing each level earns the user corresponding points.

(Five-Level Challenge Setup)

If a user fails to pass a level, they can share the game with a friend to get an additional chance to continue playing.

Users who complete the game can participate in a lottery, with prizes including glasses, cash vouchers of varying amounts, contact lens trial packs, free eye exams, and points. The physical prizes and the use of cash vouchers must be redeemed at offline stores, creating an online-to-offline marketing loop.

The prize distribution is also adjusted based on membership tiers, such as registered members, purchasing members, VIP members, and high-value premium members.

The prize distribution for registered members leans towards free eye exams, encouraging new members to visit the store and experience LENSCRAFTERS' professional services, thereby stimulating purchase conversion.

The prize distribution for purchasing members and VIP members favors points, reinforcing their connection with the brand and increasing the likelihood of repeat purchases.

The prize distribution for high-value premium members includes more cash vouchers, as their strong purchasing power can drive repeat purchases.

Personalized prize settings can effectively achieve marketing goals. With a 100% chance of winning in the lottery, it ensures the completion of the marketing loop while also boosting user participation enthusiasm, attracting more new traffic.

This H5 mini-game was promoted across all LENSCRAFTERS channels targeting existing fan users.

Although the game is simple and considered an entry-level interaction, it has a low barrier to entry and strong participation, attracting numerous fan users. If the game is failed, sharing with friends allows users to continue, resulting in low drop-off rates. This sharing behavior also brings more exposure to the LENSCRAFTERS brand. The 100% chance of winning in the lottery encourages fans to register, resulting in a significant increase in new members.

It must be said, in the year-long social campaign, this H5 mini-game is an excellent way to quickly say hi to everyone and rapidly attract attention.

(2) Friend Assistance Bargain Mini-Program: Placing an Order is the Key

For the retail industry, the marketing tactic of friend assistance bargaining has proven effective time and again. LENSCRAFTERS has made significant optimizations to the usual bargaining process.

First, the bargain campaign was launched during the 6.6 National Eye Care Day, effectively leveraging the holiday for marketing, making the promotion smooth and efficient.

Users can choose one product from three options and invite a friend (excluding themselves) to enter the campaign page and click the bargain button to complete a bargain attempt. Each bargain amount is random, and inviting three friends to assist is considered reaching the target. Each of the three products can participate in one bargaining attempt.

Offering three products gives users more choices, and the mechanism allowing all three products to participate increases user engagement.

In the three bargaining attempts, the first friend's bargain amount is the highest, motivating users to continue sharing.

New users who help friends bargain can also participate in the bargain. After a successful bargain, they must register as members before claiming the coupon to enjoy the benefits, effectively driving new member acquisition.

The bargain time is limited to twenty-four hours, with a template message reminder triggered three hours before the countdown ends. If the time expires, users can restart the bargain, minimizing drop-offs.

Finally, members can receive a bargain discount coupon of up to 400 RMB, which also needs to be used in offline stores, driving traffic from online to offline.

This mini-program primarily targets existing members for exposure. The main communication channels include WeChat, Weibo, and SMS. By incentivizing members with benefits to share content on social networks and invite friends, the campaign drives traffic to offline stores, completing the member-get-member (MGM) marketing loop. This not only boosts repurchase rates but also brings high-quality new members to LENSCRAFTERS.

(3) Traditional Festival Marketing Activities and Year-End Points Redemption

LENSCRAFTERS' year-round social campaign continues into the second half of the year.

In the second half of the year, the campaign will leverage specific holiday events to introduce festival interactions that are completely different from H5 mini-games and mini-programs. These interactions will have a stronger sense of scenario, focusing on reactivating dormant members and increasing repurchase rates.

At the same time, throughout the year-long social campaign, points earned by members in each individual campaign can be collectively redeemed at the end of the year through participation in marketing activities. This seamlessly connects the year-long projects, continuously capturing member attention and truly enhancing member loyalty.

### Highlights and Innovations

1Long-term Brand Strategy: Focus on Member Cultivation and Occupy a Position in Members' Minds

LENSCRAFTERS carefully understands the psychology of its members and employs a year-long strategic plan to target their needs through a series of light operations and quick, impactful social campaigns. These initiatives are interconnected, creating a cohesive narrative that runs throughout the year and culminates in the year-end points lottery. By consistently maintaining brand engagement with members, the strategy enhances member loyalty, continually strengthens brand perception, secures mindshare, fosters loyalty, and extends the member lifecycle. Additionally, this approach achieves phased marketing goals, ensuring a comprehensive and effective member cultivation process.

2Integration of Brand and Performance Marketing: Strong Correlation Between Brand and Social Marketing Activities

Whether it's the eye-test mini-game, the bargaining activity, or festival marketing, social activities are closely aligned with the brand's tone and revolve around the brand's business scenarios, ensuring a seamless and integrated experience. By leveraging diverse formats such as H5 and mini-programs, LENSCRAFTERS effectively reaches a young, fashion-conscious audience that values quality, thereby enhancing its industry influence and reinforcing its professional and stylish brand image.

3Online-Offline Interaction: Achieving MGM Marketing Through New and Existing Members

With a substantial member base, LENSCRAFTERS initiates online interactions that drive offline traffic, achieving comprehensive full-funnel marketing.

By penetrating different social circles and leveraging the existing member base to attract new members, LENSCRAFTERS effectively reaches beyond its current audience. Compared to broad, untargeted strategies for acquiring new members, existing brand members are often more capable of attracting high-quality new members with stronger purchasing intent. LENSCRAFTERS ensures a two-way empowerment from brand to user and vice versa. Whether it's starting with a game or participating in a bargaining activity, each interaction offers an opportunity to drive a purchase for the brand.

【Project Outcomes】

As the era of traffic bonuses wanes, many brands face the marketing dilemma of high customer acquisition costs and low-quality new members. This is particularly challenging for low-frequency consumption industries like LENSCRAFTERS, where the consumption cycle is long and there are many dormant members. Webpower, an intelligent member marketing service provider operating across multiple channels, has shifted its focus from traditional methods of acquiring new traffic to deeply leveraging the value of existing members. By reactivating dormant members, shortening consumption cycles, and increasing repurchase rates, Webpower offers a highly valuable reference for brands facing similar challenges. This approach demonstrates that even low-frequency consumption can achieve high-frequency engagement.

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