Lenskart’s Score Your Frame campaign attracted more than 30,000 participants across the region by building an eyewear activation around Snapscore, a metric associated with users’ activity on Snapchat, without directly naming the social media platform.
The campaign tapped into the popularity of social media scores among young audiences in the Arab region, using the metric to engage consumers and connect their online identities with eyewear.
Rather than relying on conventional brand messaging, the activation invited participants to share their scores and associate them with different eyewear tiers: Rookie, Eye-Con and Legend.
According to Lenskart, influencer posts generated more than 5,000 shares and screenshots each. The campaign also prompted creators who had not been briefed or paid by the brand to publish their own posts, extending its reach beyond the original activation.
The company said the campaign also drove an increase in search interest, although it did not provide figures for the rise.
The approach allowed Lenskart to engage audiences on a platform it could not explicitly name in its campaign communications, while drawing on a familiar aspect of users’ social media behaviour.
Lenskart is now extending its digital engagement strategy to its Ezz Collection, which consumers can explore through virtual try-on on Snapchat. The feature allows users to try eyewear digitally before purchasing, without visiting a physical store.
Lenskart is a technology-driven eyewear company with operations spanning design, manufacturing, branding and retail. Its product portfolio includes prescription glasses, sunglasses, contact lenses and eyewear accessories. The company also uses technology, including AI-powered virtual try-on features, to support the online eyewear shopping experience.
