What about a sport fishing enthusiast brand resonates with a large target audience?
The opportunity with Costa was to get to the bottom of how people shop for Costa sunglasses and then develop a coherent media ecosystem to drive customers to purchase. To get a better understanding of buying habits, we documented the shopping and decision making processes of core sunglass and RX customers and prospects. Through this process we discovered five key insights: 1. Frames are relevant to the person’s head size and shape 2. Style Variants 3. Lense Type 4. Lense Color and 5. RX lenses. We used these insights to develop an online shopping experience, retail product sales communications and retail support. Costa ultimately gained a better overall understanding of how to best utilize media throughout the customer journey and shopping experience