Our work

Eyebuydirect: Deals done right

Eyebuydirect, one of the first online eyewear retailers, is facing fierce competition with the emergence of popular DTC brands like Warby Parker and Zenni. To compete for consumer interest, Eyebuydirect leaned into its value pillar and doubled down on deals to differentiate themselves. In 2022, Diffusion was charged with inputting on the brand’s overall sales strategy to maximize earned media coverage.

Insight & Idea

Diffusion developed a carefully constructed media plan to cut through the noise and generate earned coverage around major retail shopping seasons like Black Friday, Cyber Monday, Memorial Day, Labor Day, Mother’s Day and more.

Diffusion leveraged creative pitches and placed a heavy emphasis on seeding product to media, who were able to further experience first-hand the brand’s affordable eyewear ahead of sales periods.

Impact & Action

Diffusion left no stone unturned and connected with reporters well ahead of these busy shopping holidays, securing a consistent drumbeat of coverage in outlets like USA Today, Buzzfeed, Forbes, HuffPost, CNN Underscored, Insider, Rolling Stone, CNET, Mashable , and many more.

Diffusion’s efforts resulted in doubling (sometimes tripling) sales coverage across the board from the previous year. The team’s outreach around Eyebuydirect’s Labor Day sale alone generated 50 pieces of coverage, 2 billion in impressions and resulted in a 450% increase in placements. Black Friday and Cyber Monday outreach resulted in 45+ pieces of coverage and over 1 billion in impressions.