Bergman Eyewear: building brand awareness among women 30+ at a falling cost of reach

Bergman Eyewear is a Polish brand of prescription and sunglasses, available in optical stores across Poland. It has been operating for over 16 years, focusing on designing frames that combine wearing comfort with refined, modern design. The offer includes clip-on frames, models with a blue-light filter, sunglasses, and classic prescription frames. The brand does not run its own e-commerce, so its products can only be purchased in person, through a network of partner opticians.

At the start of the collaboration, the client's main goal was to build recognition among women aged 30+ (around 12.5 million women in Poland). The aim was for Bergman to become the first-choice ("top of mind") brand at the moment when these users decide to buy new glasses.

• No way to directly measure campaign results. Bergman does not sell online and operates through a network of distributors and opticians, which makes it harder to track conversions and attribute results to specific advertising activities. The challenge was proving the value of the campaign to a client who does not see sales figures in a dashboard, only indirect effects in the form of brand recognition.
• A demanding target group. Reaching women aged 30+ with a brand message required a well-considered aesthetic and building credibility. This group is more resistant to the typical 'performance look' and expects consistent, high-quality communication that suits an aspirational product such as premium eyewear.
• Strong competition on Instagram. Operating in the premium fashion and lifestyle category meant competing for attention with many other pieces of content on Instagram.

Because there was no online store and the sales model was based on distributors and optical stores, the campaign had entirely different goals than classic e-commerce projects: reach, awareness, and brand memorability among women aged 30+ interested in fashion, design, and product quality.

• Reach campaigns and brand awareness campaigns strengthened the brand's presence in social channels.
• No sales campaigns were run, because bergman.pl does not have its own online store. The main KPIs remained reach, traffic, and cost of reach.
• Each month, 3-4 creators who fit the brand's image were engaged. Briefs, action scenarios and content production were coordinated, and the content was then implemented in campaigns as part of whitelisting, so influencer materials could later be used in paid campaigns.
• Consistency of aesthetics was ensured so that every element, from the creatives to the choice of creators, strengthened the brand's image. The communication resembled a recommendation more than an advertisement.

Over the analyzed period, the campaigns run on Instagram reached over 1,300,000 unique users, which is about 11% of the entire target group (women aged 30+ living in Poland), with decreasing spend on the client's side and a relatively small advertising budget.

• The cost per thousand ad impressions (CPM) was reduced by 43%.
• The cost per click (CPC) fell by 41%.
• The best cost-effectiveness was achieved in January 2024.
• The number of clicks increased by 747%.
• Campaign reach grew by over 360%.
• The number of impressions rose by 778%.
• The videos produced generated a combined total of over 5 million views.

The collaboration concluded at the end of January 2024, when Bergman, satisfied with the results, decided to develop its own marketing department, which took over the advertising activities going forward. The joint campaigns built a foundation of recognition at a low cost of reach and reached over 1.3 million unique users, with a base of data on what works.