MILK Eyewear

achieved +1mm web traffic & doubled click-through-rate within ten months of launch

the marketing budget was less than 1% of total sales, which resulted in high praise from CEO/Founder

Overview

MILK Eyewear is an online eyewear brand that exemplifies a movement to Motivate, Inspire, Lead, and Know.

Goal

Build an e-commerce eyewear brand from scratch and cultivate a fashion style that inspires others to tell their story of self-discovery and embrace the differences that make them unique. The glasses shouldn’t just be an accessory but a symbol of confidence, personality, and acceptance.

Approach

Launch the MILK Frame of Mind and “Frame yourself, don’t let others frame you” campaigns to inspire others to tell their #frameyourself story. Through emotional and aesthetically relevant storytelling, we connected the MILK eyewear team members and cultural shifters to make a UGC splash online. Also, we partnered up with New Eyes for the Needy and launched our Get One Give One partnership. We also sought and integrated virtual try-on and at-home try-on technology, which were highly innovative in 2014. I led the whole brand launch from concept to completion.

Work Sample

milk website launch

I oversaw the website development from concept to completion.

milk-design-comp-v6_men_product-detail-virtualtryon.jpg

college outreach

To promote MILK Eyewear and build lasting memories and positive brand experience, we launch a tour to connect and interact with universities. The result heightened brand awareness for the brand within the target market.

College outreach: University of California, Riverside

MILK Eyewear Media Kit

To provide a snapshot of the brand for PR, collaborations, and partnerships.

MILK Eyewear Promotional video

Directed the whole commercial video shoot from concept to completion.

Trust and transparency

MILK Eyewear was a newly launched lifestyle eyewear brand. To connect with our early adopters and show the company culture, we have shared a annual report snapshot with our customers.

MILK eyewear on Social Media

MILK Eyewear’s social media shows a content mix of both the product, the lifestyle mission, and a place to connect with others. We stand for many key social issues, we are there for customers to share their vulnerable personal stories and how they #frameyourself.

MILK Eyewear’s social media channels kind of serves like a forum for likeminded individuals to connect and bond.

MILK Eyewear newsletter

virtual and at-home try-on

I developed the at-home try-on program for MILK Eyewear and onboarded the virtual try-on software partner as an added feature support for prospects to try on eyeglasses before buying.