Starting point

In 2024, the brand's communication was based on professional photoshoots and product photos. They were aesthetic, but their effectiveness stopped growing, and the cost of reach gradually increased.

Challenge

The year 2025 brought unfavorable weather, a shorter season, and a decline in offline and B2B sales. Online performance had to be maintained without increasing the budget.

Strategy: UGC every month

• Monthly collaborations with new UGC creators.

• Testing lifestyle videos and photos.

• Communication closer to the audience's everyday situations.

The couple concept, i.e., glasses for her and for him, proved to be the best. It naturally broadened the audience and was perceived as more authentic than product materials.

Result

• Cost per order dropped from PLN 51.05 to PLN 45.26.

• CPC dropped from PLN 1.58 to PLN 1.47.

• UGC materials accounted for one-third of the store's sales.