The only way is ethics
Brand architect and campaign strategy: Justine Gaubert
Graphic designer: Karl’s mate Dave.
Client: Eyeye - the independent and ethical opticians
Results: Within six months, their volume doubled, and the founder was being contacted on twitter from around the world as ‘the only ethical optician.’
“Justine saying it was good to be up front about our value was quite a big thing, I wasn’t sure we could do that. She has also provided structure so we know who we want to talk to, how we want to get to them, what to say to them and when.”
Karl had set up his opticians to do things differently and more ethically. The problem was, his messaging didn’t really communicate that to the people most likely to care about his values.
His business was in those difficult early years of an independent business who is competing in a crowded market.
A few minutes into our first workshop, and his ethics, his lefty rants and his vision for ‘doing it better’ blew me away. My key recommendation for his brand and marketing strategy was to put his ethics at the heart of his campaigns and content, and to focus his marketing activities on the tribes who are most likely to share his values.
A key part of the plan was getting the right tribes through the door by holding political and cultural evening events in the shop. Campaigns have included #enjoytheview, which included a poetry event with Helen Mort; a cyclist book launch ‘100 climbs’; annual debates as part of The Festival of Debate; and a talk from the ‘Professor of Plastics’ from the University of Sheffield (who now starts most of his lectures talking about his ‘Sea to See’ specs which he procured from Eyeye, made from recycled fishing nets brought in by Barcelona fishermen.
Although he felt uncomfortable with the idea at first, we did the first campaign together, and then he ran with it (see just some of his tweets below). He’s the king of punnery too, which helps.
If like me, you are of a myopic persuasion, they are definitely worth a visit, (and great value too). Dogs and bikes are welcome in the shop. Dogs on bikes, even more so.
Read more about our ‘journey’ and putting values at the heart of your brand in an interview curated and written by Sophy Hallam at the Third Sector Cafe.
“Instead of marketing being a burden, it is something that helps reinforce what you do and why, and helps you communicate that to everyone. Selling ethics, trust and values is very exciting. You could say The Only Way Is Ethics.” ”