OPIUM Eyewear: Scaling Smart, Selling Sharp

The Brand

OPIUM Eyewear is a homegrown brand that defies the obvious and sets style trends, combining technology and aesthetics at a premium-yet-accessible price point. With a sharp design philosophy and a bold attitude, OPIUM has consistently attracted fashion-forward consumers looking for more than just functional eyewear.

The Brief

The goal was clear: boost sales without burning budgets. OPIUM Eyewear wanted to drive performance marketing in a lean, efficient, and ROI-driven way. Having partnered with them in previous years, our focus this time was to help scale sustainably and cost-effectively — starting with the fundamentals.

+300%

increase in ROAS

50%

boost in conversion rate

What we do

Performance Marketing

Industry

Fashion Retail- Eyewear

Challenge

Despite its cult following, OPIUM was battling two persistent issues:

Low Return on Ad Spend (ROAS)
High Customer Acquisition Costs (CAC)

With a relatively lower Average Selling Price (ASP), making performance marketing work at scale — while keeping margins intact — was a real challenge.

“One of the most impressive wins was seeing our ROAS triple in just a few months — something we weren’t sure was even possible given our relatively low average selling price. What really stood out was how the team approached challenges: when we explored Snapchat ads, even though it didn’t scale as we’d hoped, their enthusiasm to test and learn never wavered. It’s rare to find a partner that’s this committed to results and experimentation. Huge kudos to the team for their sharp thinking and consistent drive and we’re looking to build on this momentum!”

— Vidhi Sheth, Brand Manager, OPIUM Eyewear

What we didwe did

The Approach

We knew we had to move beyond surface-level optimizations. Here’s what we did:

Feed Integration & Optimization
Integrated product feeds across Google Merchant Center and Meta, using custom labels to organize categories more effectively and serve the right product to the right intent.
Technical SEO & UX Enhancements
Optimized the website for speed, seamless user experience, and resolved critical technical SEO bottlenecks to ensure discoverability and retention.
Performance Tracking & Iteration
Set up meticulous tracking mechanisms to monitor ROAS and CAC, with ongoing creative testing and bid strategy refinement for maximum efficiency.
Always-On Experimentation
Piloted newer channels like Snapchat — embracing a test-and-learn mindset that allowed us to explore without derailing the core performance goals.

Insight

The turning point came when we shifted focus to middle-of-funnel (MOFU) audiences — those who had already shown purchase intent. By honing in on this segment, we were able to significantly increase the conversion rate and drive a +300% ROAS.

However, once efficiency was achieved, the next challenge emerged: scaling without saturating the warm audience. This led to a refined top-of-funnel approach — using video-based creatives and tightly targeted point campaigns to reach new pockets of potential customers, while keeping the performance metrics healthy.

Impact

Within the first few months, the numbers told a powerful story:

+300% increase in ROAS
50% boost in conversion rate
Efficient, scalable growth — without compromising profitability

Working with OPIUM

This project was a true collaboration. We have been associated with the brand in different capacities for almost a decade now. OPIUM’s brand team remained hands-on, open to experimentation, and always aligned on long-term outcomes. From creative pivots to strategic resets, their trust allowed us to move fast and smart — together.