Coolwinks.com: Performance campaign in a traditional branding platform

Kumar Manish, Arabinda Ghosh

Indian eyewear e-commerce brand CoolWinks ran a print brand building campaign, targeting millennials, to grow web traffic, increase consideration and drive purchase.

Campaign details

Brand: Coolwinks.comBrand owner: CoolwinksAgency: dentsu X - MatrixMarket: IndiaIndustries: Online retailMedia channels: Competitions & contests, Merchandise & free gifts, Mobile & apps, Newspapers, Websites & micrositesBudget: Up to 500k

Executive summary

CoolWinks.com is a young brand in the Indian eyewear e-commerce space. It main competitor, Lenskart, is an omni-channel brand with high salience. CoolWinks primarily targets millennials. The brand had high awareness so site visits and conversion to purchase were the key tasks.

Data analysis showed the target audience wanted to make a statement through...

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