Problem How can EyeBuyDirect increase brand awareness to drive website visitation and generate sales? Solution By engaging consumers with a mass market out of home strategy featuring their competitive pricing. Background EyeBuyDirect is a direct-to-consumer (DTC) eyeglass company. They do everything in-house from concept, to design, and manufacturing. They are in an extremely competitive vertical with many other DTC optical manufacturers. Objective EyeBuyDirect’s objective was to create brand awareness in their test market, Chicago, and encourage consumers to check their website for substantial savings on eyewear. As a newer company that had never advertised, they were looking to create brand loyalists for their product. Strategy Beyond mass market tactics across Chicagol

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