The Challenge
Dresden Vision is an Australian eyewear brand selling affordable, modular glasses. Eyewear is bought on how it looks on a face, and Dresden’s proposition (modular, affordable frames) needs showing rather than stating. The brand needed video content that carried both the look and the price story.
Our Approach
We built a small creator list and briefed for video that showed frames being tried and swapped.
- 15 creators were agreed, selected for fit with the brand’s audience
- Video was prioritised so the modular frames could be demonstrated
- Each creator was reviewed for audience fit before confirmation
- Content was checked against brand guidelines before publication
A tight creator list kept the content consistent with a brand that trades on a clear, simple proposition.
The Results
15 agreed creators produced content generating 104,261 views against a reach of 627,153, a high view-through rate for a compact campaign.
Swapping Frames on Camera to Sell a Modular Idea
A modular frame only means something once a viewer watches the parts actually change, which is why the brief went to video rather than stills, 15 creators, chosen for fit with Dresden Vision’s audience, were briefed specifically to try and swap frames on camera rather than photograph a finished pair. Every creator was reviewed for audience fit before confirmation, and content was checked against brand guidelines before it went live, keeping the small list consistent with a proposition that depends on looking simple.
Reading a High View-Through Rate for a Compact Campaign
104,261 views against a reach of 627,153 is a small campaign by the standards of this set of case studies, and that is deliberate: with only 15 creators agreed, the number worth reading is the ratio between the two figures, not their size. A view count running that close to reach shows people who saw the content stayed to watch the swap happen, rather than scrolling past, the result the affordable, modular pitch needed to prove.
