Premium eyewear brand Safilo teams up with DEEPLOY to launch in Europe

Safilo Group is an Italian-based eyewear creator and worldwide distributor for premium sunglasses, optical frames, and sports eyewear. Safilo’s portfolio includes its core brands—Carrera and Polaroid, Smith Optics, Safilo, and Oxydo—along with a set of licensed brands, like Dior, Hugo Boss, Max Mara, Levi’s, and Tommy Hilfiger.

In 2019, Safilo began working with DEEPLOY, an agency that helps brands drive sustainable growth on Amazon. In its first year, Safilo looked to DEEPLOY to help drive sales by increasing brand visibility and consideration in Italy and Germany. At the time, Safilo’s brand presence on Amazon was low, so DEEPLOY launched a full-funnel marketing strategy focused on catalog optimization, Sponsored Products campaigns, and promotions (Best Deals and Lightning Deals) to increase Safilo’s brand impressions, product detail page views, and sales in Italy and Germany. This full-funnel approach resulted in a 5x increase in sales on Amazon in 2019 compared to the previous year.

We wanted a partner that could holistically manage our Amazon strategy to help us maximize our performance through strategic Amazon Ads campaigns and help optimize our catalogues

— Charles-Edouard Delelis-Fanien, Sales Director, Safilo

In 2020, DEEPLOY crafted a strategy to help Safilo improve return on ad spend (ROAS) across Italy and Germany while scaling its brand presence across Europe to reach new shoppers in Spain, France, and the UK.

To help launch Safilo’s European expansion in 2020, DEEPLOY started with catalogue optimization to help increase Safilo’s shopping results relevance score prior to launching Amazon Ads campaigns in Spain, France, and the UK. To achieve this, DEEPLOY identified target keywords based on shopping trends in the eyewear category, helping maximize visibility for each of Safilo’s key product detail pages. Target keywords were then weaved into each product detail page’s title and product description sections to help improve visibility in shopping results. DEEPLOY also updated featured images and A+ Content to elevate Safilo’s products in shopping results and improve purchase conversion rates.

For Safilo’s Sponsored Product campaigns, DEEPLOY focused on generic keywords to maximize visibility, along with promotions (Best Deals and Lightning Deals) to increase product detail page views and purchase intent. DEEPLOY then used Amazon DSP to introduce new audiences to the Safilo brand through display advertising campaigns and help drive overall brand impressions across Europe.

In Italy and Germany, where Safilo’s sales on Amazon had increased by 5x in 2019 compared to the previous year, DEEPLOY set up a new KPI hierarchy, prioritizing ROAS over impressions (shopping results visibility). To achieve ROAS goals, DEEPLOY deployed Sponsored Products and remarketing campaigns activated through Amazon DSP. Next, DEEPLOY focused Sponsored Products campaigns on highly relevant, generic keywords within the eyewear shopping category, using dynamic bids to help elevate Safilo products within shopping results, helping increase impressions while efficiently driving consideration and product sales. Lastly, DEEPLOY set up remarketing campaigns activated through Amazon DSP to reach audiences that had viewed or researched Safilo’s products (along with similar products in the eyewear category) within the last 30 days, but had not yet made a purchase.