Shark Tank glasses brand doubles ROAS of retail media

About

GUNNAR leverages patented lens technology to help enhance performance and protect the eyes from blue light and symptoms associated with digital eye strain. Computer Vision Syndrome [CVS] has become a common problem for the digital generation. Cumulative exposure to HEV light can contribute to vision problems such as cataracts and age-related macular degeneration. GUNNAR is the only patented computer eyewear recommended by doctors to protect and enhance users vision.

Challenges

In early 2020, GUNNAR began seeing large spikes in online sales through their website due to global consumer behavior changes stemming from the pandemic. GUNNAR saw a renewed need for investment in their online sales channels, their attention to SEO, and their paid media strategy.

The team partnered with Transcend to improve their website, supporting key sales drives while leveraging Transcend's offshore model to keep costs low. Transcend also supported GUNNAR's sales drives and new product launches by adding landing pages, branded content, and other campaign specific elements throughout the site.

GUNNAR was also having difficulty hitting key performance goals while leveraging paid media to drive online sales of its products with key retail partners.

Solutions

Gunnar.com uses a Virtual Try-On (VTO) feature for users to test the appearance of different glasses on their face via augmented reality. Transcend built and supported the VTO API functionality, working with Fitting Box to create the web and mobile experience.

Gunnar partners with the St. Jude's Children's Research Hospital charity and worked with Transcend to add multiple touchpoints with shoppers enabling them to make donations of any size during their shopping experience.

Transcend worked with Gunnar on designing subtle in-cart upsell promotions, boosting Gunnar's average order value in the process.

All new product launches required rapid custom development and VTO set up by Transcend which tied into marketing efforts by the Gunnar team.

Transcend designed and set up several promotional or informational landing pages throughout the Gunnar ecosystem to support marketing or product education initiatives.

Gunnar invests in their SEO and analytics and worked closely with Transcend on improving their Core Web Vitals on both desktop and mobile.

Transcend Digital coordinated, executed and managed paid media campaigns with key retailers across North America to drive sales in alignment with Gunnar's approved marketing initiatives. Strategic bid adjustments and placements were aggressively managed to successfully achieve - and exceed - the desired results.

Transcend Digital successfully managed and optimized campaigns with key retailers spanning North America.

Shark Tank glasses brand doubles ROAS of retail media