A few decades ago, spectacles or glasses were not fashionable at all. But now, in 2024, glasses have turned into fashion accessories.
Spectacles have evolved into a symbol of knowledge and style along with facilitating us to see the world around us a little better.
One such business, which has revolutionized the eyewear industry, is Lenskart.
Lenskart was founded in the year 2010 by Peyush Bansal along with Sumeet Kapahi and Amit Chaudhary and was initially called “Valyoo Technologies”.
It was started to help almost 1/3rd of the Indian population suffering from eyesight issues by making quality eyewear and lenses affordable.
Affordable luxury would be a better articulation of their mission and vision statement. They eliminated the cost of middlemen by utilizing in-house robotic technology to manufacture their lenses and eyewear components.
Lenskart has over 5000 varieties of frames which is the largest collection among any retailer in India. Their top brands include RayBan, Oakley, and some amazing in-house collections.
They provide at-home try-on for their frames, home eye-test, and trial of lenses, have innumerable offline stores and flagship stores, and an amazing membership policy as well.
Lenskart has evolved tremendously in its inventory and reach from serving 30 customers a day to 3000 customers. Their revenue has increased to almost $2.5 billion with a monthly customer visit rate of 1 lakh.
And a part of this success needs to be credited to an innovative and engaging marketing strategy implemented by Lenskart. But before we analyze their digital marketing strategy, let us understand the importance of learning about the latest trends in marketing and how we can benefit from them.
Why Should Marketers Study Digital Marketing Strategies?
Digital Marketing is a fast-growing field and the need for well-informed and knowledgeable marketers has increased.
Learning about the latest marketing case studies, and strategies of brands will provide you with an edge over your competitors. And this edge is extremely beneficial in the long run.
It will help establish your brand and will make way for future career opportunities in the field of digital marketing.
It provides valuable insight into consumer behaviour, helps analyze and interpret real-time data efficiently, and helps in developing your critical thinking and problem-solving skills.
Possessing updated knowledge will help the implementation of holistic and innovative strategies.
These strategies facilitate the success of your marketing plan yielding favourable outcomes for both the business client and yourself. Better insights into the current trends open doors to amazing career opportunities which provide attractive salaries and benefits.
With enough experience, diversified careers in marketing can be explored due to the flexibility that comes with staying updated.
It also helps in the conceptualization and establishment of your marketing agency. As the industry will never face a recession, your job will continue to be stable and better opportunities will come along.
These are just some of the many benefits that one can experience by constantly researching and learning about the latest digital marketing practices.
Let us now discuss Lenskart’s ideal target segment around which three of its successful marketing campaigns were created.
Lenskart’s Target Segment
Lenskart’s top engagement audience comes in the age groups of 18-24 and 25-34.
About 38.74% of the audience belongs to the 18-24 age group making it their largest consumer pool.
And 35.96% of their audience belongs to the age group of 25-34. This implies that millennials and GenZ are their ideal clientele.
12.01% of Lenskart’s consumer base is made of those in the age group of 35-44. These are the top 3 contributors to engagement.
When it comes to gender-based distinctions, 62.30% of their consumers are male, while the remaining 37.70% are females.
Lenskart’s Digital Marketing Campaigns & Strategies
Let us now look at the digital marketing campaigns conceptualized and promoted by Lenskart that proved to be successful in their growth and revenue.
Campaign 1 – The War of Fair Prices #KaranVSPeyush
“The War of Fair Prices” was a digital campaign by Lenskart featuring Karan Johar and Peyush Bansal. The campaign aimed to create awareness about the fair pricing of eyewear and how it can change consumers’ perceptions of the high cost of eyeglasses.
The campaign effectively leveraged the celebrity endorsement of Karan Johar and the credibility of Peyush Bansal, the CEO of Lenskart, to drive home the message.
The use of humor and relatable scenarios made the campaign appealing to the target audience and helped in building brand recall.
The campaign received widespread attention on social media, contributing to the overall brand awareness and perception of Lenskart as a trusted and affordable eyewear retailer.
Campaign 2 – Nazar Ghati Durghatna Ghati 2.0
Launched during the IPL season in October of 2021, this was Lenskart’s hilarious take on solving issues that might originate due to poor vision. The ad campaign consisted of a series of short ad films which hilariously dealt with the topic of mishaps due to poor sight.
The ads utilized some of the top unbelievable and hilarious IPL moments to market the importance of good sights. From fielders colliding with each other and the wicketkeeper being unable to take the wicket, they all ended on a humorous note with the saying “Nazar ghati, dhurgatna ghati”.
The ad campaign also focused a film on a player using a protection cup instead of a face mask and cleverly marketed the need for their quality lenses and glasses.
The main purpose of this ad was to showcase their latest Augmented reality feature which now allowed customers to try on their virtual glasses and even receive suggestions depending on their face shape, all in under 10 seconds.
The ads were exclusively run during the IPL season on social media platforms like YouTube, Instagram, Facebook, and Twitter. They were also broadcast on television.
The ad was a roaring success as 1 out of 4 customers were trying the new feature, and conversions were pouring in.
One of the main reasons for the huge success of this campaign, apart from the wit and humour, was the timing. They created consumer-centric ads by taking advantage of the excitement around IPL and expanding their demographic.
Campaign 3 – #HalkaRakhYaar
The #Halkarakhyaar campaign was launched in October 2019. This was the first set of TVC ads that were conceptualized and created by Mullen Lowe Lintas group, with Bhuvan Bam as Lenskart’s brand ambassador.
This campaign aimed to showcase their AIR range which harmoniously blends style, comfort, and functionality. They opted for a carefree and free-spirited approach to showcase the modern and eclectic style of their latest collection.
A series of ad films were shot with Bhuvan as a pivotal character for plots that were fun, engaging, and relatable.
They implied their standard tone of wit and humour when dealing with common scenarios and created very memorable content for their audience. This was a consumer-centric campaign in the sense that the whole idea was based on valuable insight received from consumers about a need for light, airy, and stylish eyewear.
This was a revolutionary campaign as they broke the traditional stereotypes associated with celebrity endorsements by roping in Bhuvan Bam, a well-known YouTube star, as their brand ambassador.
This ad was marketed on television and social media platforms like YouTube, Instagram, and Facebook to reach a much wider demographic. The ad reflected their quirky and unique brand identity, helped tap into the influencer marketing potential, and successfully increased their online presence and sales.
Campaign 4 – Pride 22 #SeeTheLove
Launched in June of 2022, the main aim of the campaign was to spark conversations about fluidity, freedom to express, curiosity, boldness, and carefreeness that extend beyond the month of June. The real conversations that matter.
By building on the line “See the love, not labels. See the pride, not prejudice”, Lenskart released its collection of bold, colourful, inclusive, freeing, and proud eyewear to symbolize its support for the LGBTQ+ community as a proud ally. The eyewear experimented with iconic PRIDE symbols, colours, and objects to symbolize the concept of being free and unapologetically yourself.
The series of ad films told stories that mattered and consisted of proud members of the LGBTQ+ to narrating those stories.
Lenskart released a series of 7 episodes under this campaign to narrate the stories of how the community continues to enrich our lives and how the members like to identify themselves.
These ad campaigns were marketed on social media platforms and on Lenskart’s official website to reach a wider demographic. Overall, the campaign proved to be a success due to its authenticity, quality, and its perfect timing.
Lenskart’s Social Media Marketing Strategies & Case Study
2.76% of Lenskart’s engagement comes from different social media platforms like YouTube, Facebook, and Instagram. That means that almost 2.8k visitors a month are solely pouring in through ads marketed on these social media platforms.
Social media marketing refers to promoting a business online on specific platforms based on the requirements of that business.
It is one of the most effective marketing strategies due to its cost-effectiveness, potential to convert leads, and high flexibility.
Social media marketing is a budget-friendly way to create an updated and engaging online and social presence that reflects your brand identity and value.
Lenskart has a well-rounded and engaging social media presence on YouTube, Facebook, Instagram, LinkedIn, and Whatsapp.
Let’s briefly look at their YouTube, Facebook, Linkedin, Twitter, and Instagram, marketing channels & followers;
| Platform | No. of followers | Average Traffic Source |
|---|---|---|
| YouTube | 166K Subscribers | 53.42% |
| 1.5M Followers | 19.79% | |
| 174K Followers | 08.83% | |
| 668K Followers | – | |
| 30.6K Followers | – |
YouTube is one of their largest channels, with 166k subscribers and a cumulative view count of more than 3.5 million. It is responsible for 53.42% of the total traffic, making it the largest contributor. They mostly curate updates on the latest collection, offers, and unboxing videos for their YouTube channel. They also repost influencer content to increase their presence.
Facebook and LinkedIn occupy the 2nd and 3rd positions respectively by contributing 19.79% and 08.83% each. With close to 174k followers on LinkedIn, Lenskart is one of the few businesses that are appropriately utilizing LinkedIn to reach a highly specific demographic.
And their Facebook account has 1.5 million followers who engage with their content regularly. Their Facebook content consists of updates on the latest offers and deals, service-related information, and an aesthetic feed to reflect their brand image.
WhatsApp occupies the 4th position by bringing in 7.91% of the traffic respectively.
Lenskart’s SEO Strategies & Case Study
Optimizing your online presence is the best approach to improving your online visibility, ranking and reach. And the process of doing that is SEO.
Search Engine Optimization refers to the process of optimizing a website to improve its ranking on search engines and increase visibility and online presence.
It helps generate organic traffic and is great for adding credibility and transparency to any business.
SEO also helps with quality lead generation and conversions. It is a great cost-effective strategy to improve the growth of your business.
35.21% of Lenskart’s traffic is generated by organic searches. This indicates a highly optimized online presence. The business receives 5.6 million visits a month for an average duration of 4.2 minutes each.
They occupy the 16th position in the country concerning online shopping and the marketplace. Having said this, Lenskart’s bounce rate is rather high, with 45.6% of its visitors leaving the site after surfing through only 1 page.
Lenskart has updated its website to ensure it always ranks first when its name is searched, regardless of any new updates that happen in the search engine. It is a mobile-first, SEO-friendly website.
They have highly specific CTA buttons, which are great for converting leads into conversions and retargeting.
They have an optimized SMS and email bundle, which is sent out regularly which helps consumers complete their purchases and again helps with retargeting.
Over 61% of its traffic is organic, and Lensakrt has optimized its keyword database with over 3000 keywords to help with its ranking.
The top 5 searches that drive traffic to the Lenskart website are
- Lenskart
- Lenscart
- Lenskart.com
- Lenskart India
- Lenskart near me are
Other keywords include
- Eyewear
- Spectacles
- Glasses
- Specs, and similar words in the group.
Lenskart has an engaging and highly interactive content marketing strategy and social media strategy which promotes its brand and hence makes it memorable.
Overall, they have optimized their presence to help with better lead generation and conversions, but there is an area for improvement in their bounce rate and retargeting tactics.
Lenskart’s Website Strategy
Lenskart’s official website has been optimized by embedding 54 technologies to ensure a smooth customer experience. These technologies have been taken from 13 different industries like advertising, currency converters and payment systems, conversions and analytics, mobile, and so much more.
The website has been optimized for search engines. It has a mobile-first approach and facilitates easy navigation through clear and simple categories.
They also display their vast visual inventory in an organized format along with their international stores. Eyeglasses, computer glasses, kids’ glasses, lenses, sunglasses, hope tests and trials, and store locators are the major categories. Each of these has been further classified for easy access and ordering. They also provide a user-friendly order tracking system to update customers on their purchases.
The visuals are engaging and have a lot of movement in them which is great for grabbing and maintaining the attention of the consumers. The filters are highly versatile and flexible, which contributes to a hassle-free and enjoyable customer experience. Lenskart also emphasizes flexibility in payments which is great for confirming successful purchases.
Overall, Lenskart has a well-rounded and highly optimized website which is great for improving its online visibility, generating leads, and increasing revenue.
Lenskart’s Paid Ad Strategies & Case Study
Paid ads refer to the concept of generating ad campaigns through a service provider and paying them an agreed-upon amount when their ads generate leads. It works on a commission basis.
Paid ads are great for directing quality leads and traffic to the website of any business. They are more flexible in terms of budget and concept in comparison to traditional marketing practices. They are profitable as they have high ROI. Paid ads are measurable and bring about almost immediate results.
Almost 40% of Lenskart’s traffic is generated by paid ads. 5 important paid ad strategies have been optimized to improve its reach and sales. They are PPC, social media ads, influencer marketing, banner ads, and Ad retargeting.
Pay-per-click ads are placed at high-engagement areas online and on partner sites to generate high-quality leads that end in conversions. They have placed social media ads on their official account and in high-traffic areas to attract the right audience. Most of Lenskart’s ad campaigns are promoted on social media and through direct marketing and hence have a wide reach.
Lenskart has broken influencer marketing stereotypes by roping in a popular YouTuber as its official brand ambassador. This was an extremely smart move that enabled them to tap into a highly specific and already engaged audience. And they have a well-rounded retargeting strategy that involves constant reminders through email and SMS which helps in following through with the leads.
Lenskart’s Influencer Marketing Strategy
Influencer marketing is one of the most profitable and trendy marketing practices. It refers to the idea of influencers or those with an online following promoting businesses to their followers.
It works based on the trust and loyalty that these opinion leaders have earned, which puts them alongside experts.
It is far more budget-friendly than celebrity endorsements without compromising on the reach or quality of leads. It reduces marketing efforts as influencers come up with creative ways to market the product, which reduces the burden of ad conceptualization on the parent company.
And lastly, it generates high-quality leads with a high chance of conversion because the audience is already engaged with the product through the influencer.
Lenskart has a fully optimized influencer marketing strategy which is reflected in its choice in going for a YouTuber as its brand ambassador.
1% of their traffic comes through direct referrals and 2.76% from social media. This makes the influencer marketing strategy a highly beneficial one.
They collaborate with lifestyle, tech, fashion, wellness, and other similar category influencers to generate content for their promotions and social media pages.
They focus on the quality of content but there are still areas like the authenticity and uniqueness of their content, which can still be improved.
Lenskart’s E-commerce Strategy & Case Study
Any strategy that is implemented to help boost the sales of your online business is called an e-commerce strategy. The main aim is to increase the online presence of your business by promoting your brand.
Lenskart has a fully optimized e-commerce strategy which has helped the business grow tremendously over the years.
In the year 2014, Lenskart decided to go online with its business. They implemented the D2C approach or the direct-to-customer approach.
This eliminated all the middlemen involved and the commission they cut and therefore reduced the price of quality eyewear.
This is one of the most important e-commerce strategies which has helped Lenskart establish its brand value and presence in the Indian e-commerce market.
To ensure smooth and efficient delivery, Lenskart has tied up with logistics companies like Bluedart and Delhivery. This has ensured a great experience for their customers.
They also have a fully optimized website and mobile app that helps improve the customer experience and also contributes toward recurring sales.
They have a clearly defined clientele group which facilitates the optimization of all their marketing channels. This widens their reach and impact, thus contributing to better sales.
They have also successfully marketed their content to reach a large audience and this has contributed to inculcating loyalty towards the brand.
Overall, Lenskart has an extremely dynamic and holistic e-commerce strategy which is one of the key contributors to revenue.
Lenskart’s App Strategy
In 2022, mobile applications are a must for any large business. They create a 24/7 presence for the brand, reflect the identity of the brand, and help with brand value. It is also a great way to provide your customers with a smooth and hassle-free experience. And this makes your business memorable and a cut above the rest.
Lenskart’s mobile app is extremely well-developed and fit to be navigated by all age groups. With a simple and clear UI design, visual inventory display, customer support access, and distinctive categories, the whole process of surfing and ordering eyewear has been simplified. The latest collections, offers, updates, and deals are displayed in big bold banners at the beginning to attract new leads.
One of the most unique features of their app is the 3-D virtual try-on. This provides the customers with an opportunity to make quick decisions and buy products much faster.
The login and registration processes are extremely clear and simple.
The app also has the provision to book home eye tests and also locate the nearest stores.
The application has several panels like the admin panel, consumer panel, eye test panel, and delivery panel.
This facilitates effective communication between the teams and ensures smooth order processing.
Lenskart’s Content Marketing Strategy
From getting Katrina Kaif on board as Lenskart’s brand ambassador to creating stellar ads, Lenskart always had a strong content marketing strategy.
Content marketing refers to the concept of sharing valuable content in the form of videos, blogs, podcasts, ads, or social media posts to help keep customers engaged, attract new leads, and maintain their loyalty.
It is a cost-effective way to make a memorable presence and promote brand awareness. It also deeply reflects your brand value.
Businesses that utilize content to stay connected generate 67% more leads and more than 47% of consumers go through the content of a business before making a purchase.
And 72% of businesses will agree that content marketing is an extremely powerful tool for generating quality leads.
Lenskart utilizes its content pool very efficiently to market to its ideal clientele.
They have quirky and innovative ads, blogs, unboxing videos, influencer material, and social media posts.
Lenskart’s official blog creates articles related to people and culture, fashion, lifestyle, technology and product development, and startups.
Their social media pages are updated, dynamic, and highly engaging with posts on the latest market trends.
They have even mobilized meme marketing to ensure that they connect with a younger demographic and create a great impression. This indicates their omnipresent approach to promoting their business through content.
Lenskart’s Organic Competitors
Lenskart operates both online and offline. While this hybrid model has several benefits, it also presents a plethora of competitors, from both domains.
Apart from other retailers in the area, Lenskart’s top five organic competitors are
- Flipkart
- Titan eye plus
- Eye my eye
- Essilor India
- Tatacliq
Flipkart has the highest affinity score of 100% and hence occupies 1st place on the list.
Titan eye plus and Eye my eye have affinity scores of 92% and 85% respectively.
Essilor India and Tatacliq occupy the 4th and 5th positions with affinity scores of 84% and 79%.
These are the top 5 competitors and the diagram represents other important factors like monthly view rate and category rank to provide a better understanding of the competitors.
Conclusion
Lenskart’s aim of making quality eyewear affordable by eliminating middlemen and using in-house robot technology is a strength.
Their team consists of trained professionals who conduct eye tests and write prescriptions. This adds credibility to their business.
Lenskart’s willingness to educate the customers on their best options is a great tactic to build trust and loyalty.
And finally, their versatile collection of brands, designs, and categories of eyewear ensures there is something for everyone.
With strengths come weaknesses and achieving the right balance with pricing is key to establishing brand identity and value.
You can neither price it too low nor too high. Low prices might tarnish brand value while high prices might lose customers to other retailers.
Now coming to ways through which they can optimize their reach, Lenskart has several ways to tap into wider demographics using the latest tools and resources to increase the consumer base.
Adding customization features to their frames is a great tactic to generate quality leads and sales. And improving their social media presence by enhancing creativity and innovation in their content is great to improve their presence while attracting new customers and retaining loyal ones.
Lenskart also has a series of challenges that hinder its progress. Stiff competition from online and offline retailers dilutes the quality of leads and traffic that comes their way. And a constant need to stay innovative and unique can get taxing.
But overall, Lenskart has implemented several innovative marketing strategies to help reach its goals faster.
Within a span of a decade, they have evolved into a top business force in the country. Through its consumer-centric approach to product development and marketing, Lenskart will continue to thrive and grow.
Enrol in Digital Scholar’s online digital marketing course to improve your company’s digital marketing tactics. This course is for anyone interested in learning everything there is to know about digital marketing and how to apply it to their own company.
What do you love the most about Lenskart? Let us know in the comments below!
Also, check the list of digital marketing case studies of brands:
MRF Tyres Digital Marketing Case Study
Flipkart’s Digital Marketing Strategies
Mama Earth’s Digital Marketing Strategies
Tanishq’s Digital marketing strategies
First Cry’s Digital Marketing Strategies
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