Close up of an individual with a metallic appearance with glasses on

Black Optical

Framing up the digital transformation for luxury eyewear

User Experience Optimization

Campaign Execution

Channel Management

Media Strategy

Paid Search

Display Advertising

Social Media Marketing

In 2007, Black Optical began as a standalone luxury eyewear retailer in Tulsa, Oklahoma, with the founding principle that "great design never goes out of style." Today, Black Optical is a multi-location retailer carrying bespoke collections and highly sought-after independent designers with best-in-class service.

Close up of an individual with a metallic appearance with glasses on

Shifting from offline to online

When Tractorbeam began working with Black Optical, it was in July 2020 during the height of the COVID-19 pandemic. Black Optical saw its in-store sales come to a halt and decided to focus on digital marketing to reach its audience and convert sales.

A woman showing off a large pair of glasses using hands that appear to be metallic

Finding our customer

With all clients, Tractorbeam’s first step is identifying the audience. In the middle of a pandemic, we not only needed to identify the affluent audience, but build it locally around each of the Black Optical locations.

Re-platforming for agility

We began by moving the legacy website from Drupal to Shopify, which allowed for improved usability, a better shopping experience, and more payment processing abilities.

We worked with Black Optical to create a content marketing strategy that focused on eyewear designers and collections. We redesigned the email marketing program to better showcase the Black Optical value proposition and eyewear while constantly engaging the audience.

Reaching our people

Tractorbeam implemented Google Ads, Google Shopping, social media ads, and retargeting, all aimed at an affluent audience in the markets Black Optical could easily deliver.

Close up of a woman modeling a metallic pair of sunglasses

Hitting revenue goals

Black Optical has experienced continual revenue growth since our campaigns launched back in July 2020. Additionally, Black Optical has now grown from three stores to seven, with multiple locations in St. Louis and a new store in Fort Worth.

Tractorbeam’s success strategy for Black Optical remains the same: Identify the affluent audience within a 20-mile radius around the store and meet them where they spend their time online.


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