From sun to screen: the digital playbook behind Tens’ style-driven growth

Tens, the cult sunglasses brand famed for its photography-inspired lenses and warm-toned aesthetic, had long been dormant when it was acquired by Meander Group — parent company of sustainable fashion brand Meander Apparel. When Meander, and Lane Media, took over, the paid media setup was all but abandoned. Since mid-2023, Google Ads activity was limited to basic brand terms, and Meta campaigns were little more than a whisper: minimal creative, narrow audience targeting, and no clear strategy.

Our challenge? Reboot Tens’ digital acquisition machine across both Google and Meta with a focus on profitable, sustainable growth. Together with the client, we defined success through two key metrics: a strong Marketing Efficiency Ratio (MER) and a high New Customer Acquisition Quotient (NCAQ).

To breathe new life into Tens, we developed a multi-channel performance marketing strategy focused on creative innovation, data-driven targeting, and full-funnel engagement. The brand needed more than a boost—it needed a bold reintroduction.

On Meta, we completely overhauled the creative approach. We introduced a new testing matrix featuring lifestyle shots, product highlights, UGC, influencer content, and promotional messaging—ditching bland carousels for storytelling that matched the brand’s aesthetic. Campaigns were structured to guide users from initial awareness to conversion, with cold-audience acquisition at the forefront and retargeting layered in for high-intent users. We leaned into first-party data to power lookalikes and used Meta’s Advantage+ tools, balanced by human insight. To support lead generation, we also launched a series of engaging competitions that grew Tens’ email list by thousands.

Meanwhile, our Google Ads strategy tackled performance from the ground up. We rewrote all ad copy to boost CTR and conducted a detailed product analysis, segmenting SKUs into performance tiers. These insights informed bespoke Shopping campaigns designed to prioritise profitable growth. Dynamic retargeting helped capture abandoned-cart users by showing them exactly what they nearly bought—plus a little extra nudge.

Over a six-month period, Tens’ paid media strategy was transformed from inactive to high-performing—delivering tangible results across both Meta and Google as revenue rose 27% in Q1 alone. The campaigns generated over 3 million impressions, achieved a 5.5 MER, and most notably drove a 3:1 New Customer Acquisition Quotient (NCAQ), highlighting paid media’s central role in scaling Tens’ customer base and enabling clear measurement of acquisition efficiency.

Tens is now firmly on track to meet its growth goals, with a marketing engine built for scale. With sunglasses season heating up, the brand’s comeback is a case study in how thoughtful creative, smart segmentation, and strategic planning can transform even the most neglected ad account into a thriving performance channel. Here’s to a future so bright—we’ll need shades.