Introducing Zenni Optical to Millennials
New York, 2016
After more than a decade in business, Zenni Optical, a top online eyewear brand, was being outpaced by competitors such as Warby Parker for both media and consumer mindshare. While the company enjoyed business success, it did not anticipate other competitors investing in brand marketing and direct consumer engagement strategies. Zenni hired Double Forte to create a strategy that would reach tastemakers, fashion insiders and agenda-setting media to help the brand quickly gain traction with a critical audience – Millennials.
To accelerate awareness among a new and younger audience, Double Forte recommended Zenni partner with acclaimed New York City fashion designer Timo Weiland to leverage his popular brand and boost Zenni’s profile among top media and influencers.
We designed a launch party for Zenni’s Metro Collection on a rooftop in New York’s Lower East Side, and premiered the eyewear with a short film by Timo featuring three emerging NYC-based artists titled “In Their Element” to key fashion and lifestyle media.
In phase two, the team worked with Timo to create a custom eyewear selection called “Timo’s Picks” to sell on the Zenni website and at the Council of Fashion Designers of America’s (CFDA) inaugural Retail Lab in Manhattan during New York Fashion Week.
Zenni’s first experience with a brick-and-mortar location, we leveraged the venue for two VIP media and influencer parties and fashion shows with Zenni sunglasses featured on the runway.
Double Forte secured more than 200 million traditional media impressions including the Forbes business story titled “Watch Out Warby Parker, Zenni Optical’s Affordability Makes Having an Eyewear Wardrobe Possible.” Two VIP events exposed the brand to more than 300 media, influencers and fashion insiders. Outlets included Vogue, Women’s Wear Daily, Harper’s Bazaar, Nylon, Marie Claire, Fast Company and more.