Zoff: Engaging Consumers Across the Marketing Funnel

Zoff: Engaging Consumers Across the Marketing Funnel


Zoff, a Japanese eyewear brand wanted to increase brand awareness and brand recall in the eyewear market; at the same time maximising market share in the competitive eyewear industry.


The campaigns ran across various channels targeting consumers in the different stages of the marketing funnel. This helped to build brand awareness and generate interest through the social media platforms.

The social media platforms also helped to drive action for tactical promotions. Consumers with high intent to purchase were targeted through the SEM campaigns to capture interest and drive consideration for Zoff. We branched out beyond just the social channels to target more users in the consideration stage and focused on exposing them to more ad variants to help push them further down the funnel.



Content that fit the brand

Zoff’s brand personality is casual and fun, and this was communicated strongly through the visuals and copy. A combination of captivating graphics and engaging, fun copy was used to resonate with the audience and give them a taste of what the brand is like on social.

Online launches

Zoff’s digital activity included store and product launches. These were supported by targeted campaigns and specific landing pages that helped build awareness on these key events. One major launch was the official online store on Lazada, and the campaigns were focused on driving traffic to this site. As the brand’s first foray locally into an online marketplace, it was essential for the campaigns to generate buzz and encourage store visits.


Results are derived from a campaign period of 4 months.

increase in overall
click-through rate
improvement in
Cost per Conversion
in website traffic
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