How does a boutique player compete, and win, in a crowded online space?
Illesteva is an upscale eyewear line built on a tradition of unique design and contemporary styling. Designed in New York City and crafted in Italy, Illesteva began selling luxe shades in 2010, with modern twists on classic silhouettes made with top-quality materials.
Illesteva felt they were missing out on a lot of opportunities to expand their reach and digital touchpoints with their audience, and came to Major Tom to develop a digital strategy that would push them beyond their competitors, especially in the crowded space of paid search.
Our Objectives
Designing a paid media strategy as stylish and smart as the product
Major Tom worked with Illesteva to roll out paid search in several phases, first focusing on high search traffic branded content before moving into dynamic search ads. Once we were competing at a high ROAS against our main competitors, we doubled down into the more generic terms to expand our reach and compete on a larger scale.
In order to keep CPC down, we addressed the quality score of pages and ads in a variety of ways, including extensive Google Shopping customization, comprehensive SEO updates, and a focused review strategy.
On social, we avoided targeting Illesteva’s already rabid followers, instead focusing on lookalike audiences and retargeting for prospecting in order to develop a new set of loyal fans.
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