ClientÓptica Gafas
LocationPunta Arenas, Chile
Period2025–2026
ServicesStrategy · Content · Paid media · Handover
Two optical stores, one owner, one city. Both had to grow without one taking customers from the other.
Decisions
Before designing a single piece, we decided what each one had to do.
- 01Two brands, two territoriesGafas is the institution: 10 years in Punta Arenas and glasses ready in 24 hours. Optical Planet speaks to its own audience, without competing with it.
- 02Who decides and who influencesThe decision-maker is the man over 40, looking for efficiency and price. The influencer is the woman aged 20 to 40, who follows social media and looks for style and health for her family. Content wins over the influencer; the offer convinces the decision-maker.
- 03WhatsApp to closeSocial media sparks interest and the sale closes in a conversation, with the customer base reactivated through WhatsApp.
24 hThe lab service as the core message: not selling lenses, selling glasses ready in a day.
30Monthly reviews as a target, with QR codes in the stores.
WhatsAppA channel for conversion and for reactivating the customer base.
The plan
2025 tactical calendar.
Q1Jan – Mar
Sun Promo: 50% off the 2nd pair
Student Promo
Q2Apr – Jun
Eye health
Multifocals
Black Friday (June)
Q3Jul – Sep
30% OFF frames
National holidays (Fiestas Patrias)
Q4Oct – Dec
Multifocal special: 40% OFF
Fishing season
Christmas
Jan
Sun Promo: 50% off the 2nd pair
Feb
Sun Promo
Mar
Student Promo
Apr
Eye health
May
Multifocals
Jun
Black Friday
Jul
30% OFF frames
Aug
30% OFF frames
Sep
National holidays (Fiestas Patrias)
Oct
Multifocal special: 40% OFF
Nov
Fishing season
Dec
Christmas
Work samples
What was published, exactly as it ran.
The starting point: business context, brand DNA, target profile, tactical plan and KPIs, on a single board.
Óptica GafasStudent Promo: 30% off at every level.
Reel · Student Promo
The back-to-school campaign told in the store: 30% off, from kindergarten to university.
The pieces are shown as they were published. No redesigns, no changes to their messages.
The handover
At the end, management was handed over to the client.
AccessAccounts and tools handed over.
CalendarThe year planned, ready to continue.
Handover documentStrategy, paid media and channels, in writing.
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