Meta Performance Spotlight series: How Pair Eyewear is unlocking new audiences with creator content on Reels

Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

Pair Eyewear helps people make their prescription and non-Rx frames and sunglasses an extension of their personality by providing affordable magnetic base frames and a variety of stylish tops. We spoke to the team at Pair Eyewear to learn more about how they’re using Reels to spread the word about their innovative product and convert delighted viewers into customers.

What was the inspiration behind starting Pair Eyewear?

Ours is the classic case of being dissatisfied with the status quo and doing something to change it. Our founders knew firsthand the struggle and cost of choosing between style and affordability when shopping for eyeglasses and wanted to change that. They started Pair eyewear to offer people an affordable, stylish and customizable way to wear an essential item.

How do you define performance for your brand?

Performance for us is efficiently acquiring and retaining customers using a holistic data-driven approach.

What steps are you taking to drive performance and achieve your business goals?

As a customer-centric brand, we engage our customers where they consume content - and for us that has been on Reels. We work to create and share content that's entertaining and educational and meets them where they are. We continue to pressure test concepts and learn with our paid ad and organic reels content, and we apply insights from the feedback our customers provide to constantly improve our digital marketing efforts. By taking this approach, we’ve seen our customer acquisition costs decrease 27% year over year and our ROAS grow by 35%.

We also ensure that we’re building, nurturing, and learning from our 30,000 member Pair Family on Facebook who are not only avid advocates of our brand and product but support one another in real life.

Where do you get your inspiration for your ad creative - and what types of creative have you seen work best?

Inspiration comes from a variety of sources - our customers, market research, our creator partners etc. We work to understand what’s resonating organically with our customers as well as what ad campaigns are performing well and ensure that they complement each other. Sometimes we stick to the mold of what works and sometimes we experiment with new creative ideas to see what might appeal to our existing and potential customers.

We’ve seen stronger performance with reels that have a strong hook in the first three seconds, have sound, and contain UGC content.