How did we manage to reduce the cost per click (CPC) by 43% while more than tripling the campaign’s reach for Bergman in the optical industry?

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. Bergman’s offer includes, among other things, clip-on frames, models with a blue-light filter, sunglasses, and classic prescription frames. The brand does not run its own e-commerce, so their products can only be purchased in person, through a network of partner opticians.

When we began our collaboration, the client’s main goal was to build recognition among women aged 30+ (around 12.5 million women in Poland). This is a demanding target group, one that increasingly makes purchasing decisions based on trust in a brand and its presence in their awareness.

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—regardless of whether they do so once a year or once every few seasons.

Due to the lack of an online store and a sales model based on a network of distributors and optical stores, the campaign run for Bergman Eyewear had entirely different goals than classic e-commerce projects. In this case, it was not about direct sales or conversions, but about building reach, awareness, and brand memorability in the places where its target audience spends time—that is, above all women aged 30+ interested in fashion, design, and the high quality of the products they buy.
Our efforts focused on reach campaigns and brand awareness campaigns, which allowed us to strengthen the brand’s presence in social channels:

• Our priority was to create a communication system that would consistently remind people of the brand, build its recognition, and make Bergman Eyewear the first-choice brand when making purchase decisions.
• We did not run sales campaigns, because bergman.pl does not have its own online store. Users who saw the ads had to find the nearest physical point of sale where Bergman glasses are available on their own.
• For this reason, real business results were harder to measure directly, and the main KPIs remained: reach, traffic, and cost of reach.

Our strategy was rounded out by regular collaboration with influencers:

• Each month, we engaged 3-4 creators who fit the brand’s image perfectly.
• On our side was preparing the briefs, action scenarios, coordinating content production, and its subsequent implementation in campaigns as part of whitelisting.
• As a result, the influencers not only presented Bergman products in a natural and credible way, but their materials could later be used in paid campaigns, increasing the reach and effectiveness of the communication.

This combination of paid campaigns and influencer marketing allowed us to build recognition in a natural and non-intrusive way:

• The communication we ran resembled a recommendation more than an advertisement.
• We ensured consistency of aesthetics, so that every element—from the creatives to the choice of creators—strengthened the brand’s image in the eyes of audiences as a modern company, well-suited to women and offering products of the highest quality.

Thanks to a well-thought-out strategy and matching creators to the Bergman brand’s aesthetic, we successfully achieved the goal set by the client at the start of our collaboration—building brand recognition. Bergman Eyewear strengthened its market position and gained the image of a stylish, credible brand that is consistent in its communication.

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. This result is particularly impressive given the decreasing spend on the client’s side and the relatively small advertising budget. With limited funds, we managed to reach a significant percentage of potential customers, which demonstrates the real effectiveness of the adopted communication strategy.

Thanks to campaign optimization and matching formats to communication goals, the cost of reach fell significantly, and the effectiveness of our activities increased:

• We managed to reduce the cost per thousand ad impressions (CPM) by 43%,
• The cost per click (CPC) fell by 41%,
• And we achieved the best cost-effectiveness in January 2024.

In addition, the synergy of paid and influencer activities made it possible to reach a much broader audience:

• The number of clicks increased by 747%,
• Campaign reach grew by over 360%,
• The number of impressions rose by as much as 778%,
• The videos produced generated a combined total of over 5 million views, effectively supporting the brand goals and building brand awareness.

We concluded our collaboration at the end of January 2024, when Bergman—despite being satisfied with the results and the collaboration so far—decided to develop its own marketing department, which took over the advertising activities going forward. Our joint campaigns, however, were an important stage in building the brand’s awareness and its position in the market.

By combining reach campaigns, video, and collaboration with influencers, we managed to build a strong foundation of recognition at a low cost of reach and to reach over 1.3 million unique users. This is a result that allowed Bergman to move into the next stage of development—now with its own team and a solid base of data on what really works.