Oscar Deen Case Study

The Challenge

The business had scaled well through a network of retail partners like End Clothing and Article but they had struggled to match this with D2C sales and scale. With small initial budgets, they needed to be confident of success and delivering a strong return on investment.

As an agency with extensive experience in eyewear marketing through our work with brands like Taylor Morris and Sunday Somewhere, CRKLR had expertise and experience in this niche. Plus, we love the frames and the brand story and thought we could help bring it to life.

The Solution

We worked with the Oscar Deen team to identify the types of social content that would work and developed a full funnel campaign structure to consolidate engagement and convert it into real world sales. Meta and Instagram was a priority but we also tested TikTok ads to bring the OD brand to a younger, entertainment focussed audience and Pinterest to tap into the design-focused community.

For search, we focussed on improving the quality of the product feed in order to unlock shopping. We knew that performance here wouldn’t be immediate as this was a considered purchase so optimised continuously on metrics such as CTR by product, add to carts and purchases. Shopping was split into brand, competitor conquesting and descriptive intent using negative keyword filtering. P-max and text ads were also added to increase reach across search and YouTube, which we also used to add reach for new frame launches.

SEO had been overlooked historically but a technical audit and fixes made an almost immediate impact to search visibility as well as adding web schema. On top of this, we created collections around higher volume keywords to extend the brand’s reach on organic search across Google and other search engines.

The Results

CRKLR delivered the best ever season for Oscar Deen with record sales across the year and month on month and year on year records.

D2C Sales increased by 163% YOY and revenue increased by 158% YOY – all of this was achieved profitably, creating a blue-print for the following season and increased confidence that D2C was a workable channel.

As pricing was carefully managed, retail partners also saw the benefit of increased sales due to the brand’s improved exposure.  Branded search grew by 50% YOY and organic impressions saw an increase of 108%.

What They Said

CRKLR have been a brilliant partner. It’s been a breath of fresh air working with them after years of dealing with mediocrity.

We’ve worked with the team at CRKLR across meta, TikTok, Pinterest and Klayvio

Along with great results the team are a pleasure to work with and I would highly recommend them to anyone looking for an agency.