Since 2021, we have worked with one of our agency clients to provide English copywriting services for a major international eyewear group based in Milan. Working directly with the group, our founder Katie has written copy for a range of optical and fashion eyewear brands, including Ray-Ban, David Clulow, Sunglass Hut, Vogue Eyewear, and more.
The challenge
The group’s head of copy was looking for external copywriters to support the in-house copy team on a growing number of iconic and luxury eyewear brands in the group’s portfolio. With extensive experience writing for fashion and accessories, Katie was the perfect choice to take over the reins at Ray-Ban while bringing her expertise to optical retailers in the US, UK, Canada, Australia and New Zealand.
A 360° approach
Throughout our collaboration, we helped develop creative concepts for a number of international campaigns while also writing copy for multiple channels (websites, emails, social media, print and in-store materials). From bold headlines to compelling email copy, we made sure every campaign stood out while creating excitement around new collections, limited editions, the latest eyewear trends, and personalised eye care services.
We worked on the storytelling for a wide range of products, including sustainable sunglasses, kids’ eyewear, and wearable tech, while also tapping into conversations on social media and writing posts and scripts for video content on Facebook, Instagram, TikTok and more.
Finally, we also localised the copy for each campaign for different English-speaking markets and sent it for translation into over 10 languages for markets in Europe, Asia and South America.
The rise of AI
As part of the group’s quest to optimise website performance and boost sales, we also began experimenting with AI tools such as ChatGPT, Claude, and Wordlift to generate SEO product descriptions and improve the customer’s online shopping experience.
The group has now acquired several new brands in various locations around the world, while its creative hub has grown from around five in-house and external copywriters to a team of over 35. It has been a pleasure to assist the group during this period of incredible growth.
