When it came to customer-focused content, Zenni Optical had two goals: find a straightforward and shareable way of answering questions on social media, and create content that fans would truly enjoy. Wpromote met both needs at once with a simple idea: a series of instructional yet entertaining infographics.
We started by researching opportunities for content creation that could have the dual purpose of being highly shareable through social media and also being customer service tools to help answer everyday questions.
After arriving at a series of topics that had the most potential, Wpromote’s creative team set about crafting what would become the art and copy of three infographics that would be released once a month over three months.
Once the design was finalized, Wpromote’s distribution, email, and social teams coordinated individual launch plans for each graphic. Through influencer outreach, social media dissemination, and email blasts, the infographics connected with a massive online audience and translated into incredible exposure and sales for the online eyewear manufacturer.
The strategy of continued, useful content production and amplification through infographics was a massive success. Zenni was able to establish authority with a whole new audience while engaging their existing customers with new and valuable information that created brand loyalty.
Thanks largely to Wpromote’s efforts, Zenni Optical is now at the forefront of the Ecommerce content marketing space.
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