Background
Sunglasses are part of a large and highly competitive market. VOID Eyewear has analysed the market over a 36-month period and conducted more than 15 market research studies. We have compiled customer needs and developed five different models within a price range of SEK 399–1,999. By taking all relevant factors into account, VOID Eyewear has created the optimal product.
The findings from our research have revealed that, beyond price, our customers’ strongest needs are to protect their eyes, stay fashionable, avoid glare, maintain a youthful appearance, and have the option to conceal their appearance.
Purpose
The aim is to establish a clear market position for VOID as a new sunglasses brand in a highly competitive market, while addressing customers’ most important needs. Beyond the functional benefits of sunglasses, customers want to feel modern and effortlessly put together without having to overcomplicate their look.
Goal
The objective of the communication strategy is to build brand awareness for VOID among our primary target audience and establish an association between VOID and modern sunglasses that elevate an entire look. We also aim to generate engagement and product interest, while driving sales during our launch period.
Products & Product Line
VOID positions itself as a modern, design-driven eyewear brand for style-conscious young adults who want to elevate their look without overcomplicating it. By combining bold, contemporary designs with everyday functionality, VOID transforms sunglasses from a practical accessory into the defining element of an outfit. With five distinctive models at different price points, VOID makes effortless, confident style accessible to a wider audience.
Customer Satisfaction and How It Can Be Measured
After purchase, customers are sent a short survey asking about the product’s fit, design, quality, functionality, price, and overall impression. Each question is rated on a five-point Likert scale, ranging from 1 (Very dissatisfied) to 5 (Very satisfied), with an additional “Not applicable” option where relevant. Customers can also leave optional written comments to explain their ratings.
A selected group of customers is interviewed after a period of use to gather qualitative insights into their experiences, satisfaction, and suggestions for improvement.
Distribution and Sales
VOID will prioritise direct-to-consumer sales through its own online store, using Instagram and TikTok as key channels to generate traffic, build brand awareness, and stimulate product interest. Through visual content, influencer collaborations, and campaign material, these platforms will introduce the brand to the target audience and direct potential customers to the online store, where they can explore the collection and make a purchase.
To complement the digital strategy, VOID will use pop-up stores at festivals where the target audience is already present. These activations allow customers to experience the products in person, try different models, and engage directly with the brand. The festival experience will also generate authentic content that can be shared across Instagram and TikTok, extending the campaign’s reach beyond the physical event.
All channels will be connected through VOID’s campaign concept, THE DAY AFTER, which demonstrates how sunglasses provide both practical protection and an effortless way to elevate an entire look. By combining social media exposure, physical product experiences, and a seamless online purchasing journey, VOID creates a consistent brand experience that moves customers from awareness to consideration and, ultimately, purchase.
Competitor Analysis
Two key competitors for VOID are Ray-Ban and Le Specs, both of which have established positions in the sunglasses market but differentiate themselves through distinct brand identities.
Ray-Ban builds on decades of brand heritage, iconic silhouettes, and a strong association with timeless style. Its communication balances fashion with functionality, appealing to consumers who value recognisable designs, durability, and long-term relevance.
Le Specs, by contrast, places greater emphasis on contemporary trends, bold design, and fashion-forward expression. Its diverse range of shapes, styles, and fits appeals to consumers who want their eyewear to make a statement while maintaining a focus on quality and accessibility.
VOID’s opportunity for differentiation lies in positioning itself between timeless eyewear and trend-driven fashion, with a more focused emphasis on effortless styling and street minimalism. While Ray-Ban draws on heritage and Le Specs highlights bold design variety, VOID aims to make sunglasses the defining element of an outfit. Its core proposition is that the right pair of sunglasses can transform an entire look without requiring additional styling effort.
By building its identity around effortless style and instant impact, VOID can establish a distinct position for style-conscious young adults who want to look modern and put-together with minimal effort. Rather than competing solely on brand recognition or the number of designs available, VOID will focus on a clear aesthetic, a cohesive product range, and campaigns such as THE DAY AFTER that demonstrate the role sunglasses play in everyday self-expression.
Target Audience & Persona
VOID’s primary target audience consists of fashion-conscious young adults aged 20–30, regardless of gender, who live in or frequently spend time in urban environments.
They are inspired by social media, digital fashion platforms, and contemporary street culture. Their style combines minimalist aesthetics with street-inspired elements, and they use clothing and accessories to express their individuality.
Main Audience Need
The primary need is to feel stylish, confident, and put-together without spending excessive time or effort on styling. The target audience wants an accessory that can instantly elevate a simple outfit and create a distinctive look. For them, sunglasses are not merely functional eyewear but a key styling element that adds personality, completes an outfit, and allows them to express themselves effortlessly.
VOID addresses this need by offering contemporary, statement-making sunglasses that combine functionality with effortless style.
External Environmental Factors
Social Factors
Social media is a major source of inspiration for VOID’s target audience, influencing fashion trends, purchasing decisions, and personal style. VOID must therefore prioritise visual communication and maintain a strong presence on the platforms where its audience already discovers and engages with fashion. Authentic, trend-relevant content can help build brand awareness and establish VOID as a recognisable part of contemporary street style.
Economic Factors
Price sensitivity and willingness to pay influence the target audience’s purchasing decisions. By offering five models at different price points, VOID can appeal to a range of budgets within the same brand identity. This allows the brand to balance accessibility with perceived quality and design value, while giving customers options that suit their individual needs and spending power.
Technological Factors
E-commerce and digital advertising allow customers to move directly from discovering a product to making a purchase. VOID’s online store therefore plays a central role in the customer journey, supported by social media channels that generate traffic and product interest. A user-friendly, mobile-optimised shopping experience is essential to reduce friction, build trust, and convert interest into sales.
SWOT
Segmentation
To maximise sales, VOID will segment its audience according to customer needs, with Effortless Stylists as the primary segment. This group is the closest match to VOID’s brand positioning and the THE DAY AFTER campaign concept. The campaign communicates that even when the rest of your look is effortless, your sunglasses can still make a statement. Through the message “Bad hair. No makeup. Still good.”, VOID positions sunglasses as the finishing touch that creates a confident, put-together look without requiring additional styling effort.
Fashionistas represent a secondary segment, as they value design, trends, and personal expression. For this audience, the campaign highlights VOID’s contemporary designs and their ability to transform a simple outfit into a distinctive look. Visual content across social media and festival pop-ups will demonstrate how different models can complement individual styles.
Functionality Seekers and Price-Conscious Customers remain important secondary considerations. Their needs will be addressed through the functional benefits and different price points across VOID’s five models. However, these factors will support the overall campaign message rather than define separate communication strategies.
By prioritising Effortless Stylists while appealing to the other segments through design, functionality, and price, VOID can maintain a consistent brand identity across all marketing channels.
Needs Analysis & Brand Voice
VOID addresses three levels of customer needs: functional, social, and emotional. Its communication combines practical product benefits with a confident, understated attitude that reflects the brand’s street-minimalist identity.
Functional Needs
Protection is a given. VOID sunglasses are designed to protect the eyes from UV radiation while reducing glare. The product delivers the functionality customers expect, without compromising on style.
Social Needs
Style says enough. VOID appeals to individuals who express themselves through fashion but prefer a more understated, contemporary aesthetic. Its sunglasses are designed to make a statement without the need for excessive styling or additional accessories.
Emotional Needs
Less effort. More impact. VOID’s hypothesis is that its target audience wants to feel confident, attractive, and put-together without overthinking their appearance. The right pair of sunglasses can make even the simplest outfit feel intentional.
Brand Voice & Communication Concept
VOID communicates with short, direct statements that convey confidence without trying too hard. The tone is cool, self-assured, and subtly rebellious, using minimal copy and strong visuals to let the product speak for itself.
The concept ONLY SUNGLASSES captures this attitude: you do not need a complicated outfit to make an impression. One defining accessory can be enough.
The campaign THE DAY AFTER brings this idea to life through the message “Bad hair. No makeup. Still good.” It celebrates an undone, natural look while positioning VOID sunglasses as the finishing touch that pulls everything together.
Together, these concepts establish a distinctive brand voice built around effortless confidence, understated style, and maximum impact with minimal effort.
Tone of Voice & Messaging
VOID speaks to a generation that wants to look good without looking like they tried too hard. Its tone is confident, urban, minimalist, and slightly provocative. The brand never begs for attention or overexplains its products. Instead, it communicates through short, bold statements that feel natural, self-assured, and unapologetically cool.
The visual identity combines street culture with understated fashion. Urban environments, natural styling, effortless outfits, and strong compositions keep the focus on the sunglasses. The content should feel like an independent fashion editorial rather than traditional product advertising.
Creative Campaign Concept — ONLY SUNGLASSES
You don't need the whole look. Just the right detail.
ONLY SUNGLASSES challenges the idea that looking good requires a complete outfit, perfect hair, or carefully planned styling. VOID turns sunglasses into the one defining detail that brings everything together. The message is simple: even when everything else is undone, your look can still be on point.
Campaign messaging examples:
Bad hair. No makeup. Still good.
One detail. Whole different energy.
Less outfit. More attitude.
Not trying. Still noticed.
Overarching Brand Idea — LESS IS MORE
LESS IS MORE is more than a minimalist design philosophy; it is VOID’s attitude towards personal style. It rejects unnecessary effort and excess in favour of confidence, simplicity, and impact. VOID believes that the right detail can say more than an entire outfit.
Brand promise: VOID gives you the finishing touch without the extra effort.
Core message: You don't have to do more to look like more.
Through distinctive eyewear, confident messaging, and editorial-style visuals, VOID positions sunglasses as more than a functional accessory. They become the statement that makes the look.
Communication Strategy & Channel Selection
Instagram & TikTok - Brand Awareness and Inspiration
Instagram and TikTok will serve as VOID’s primary communication channels, as the target audience is visually oriented and frequently uses social media for fashion inspiration. These platforms allow VOID to communicate its identity through editorial-style imagery, short-form video, and campaign content that demonstrates how sunglasses can elevate an entire look.
Organic Social Media - Building Brand Identity
Organic content will establish VOID’s distinctive brand voice and visual identity. Through minimalist styling, urban settings, and confident messaging, the content will reinforce the brand philosophy LESS IS MORE and bring the ONLY SUNGLASSES concept to life.
Paid Social - Reach and Traffic
Paid advertising will expand campaign reach beyond existing followers and target relevant audiences based on demographics, interests, and behaviours. Campaign ads will direct users to the online store, moving potential customers from initial awareness to product consideration.
E-commerce - Conversion
VOID’s online store will serve as the primary conversion point, where customers can explore the five models, compare designs and prices, and complete their purchases. A seamless, mobile-friendly shopping experience will help turn interest generated on social media into sales.
Festival Pop-ups - Physical Experience and Engagement
Selective festival and pop-up activations will give customers the opportunity to try on the sunglasses in person and experience the brand firsthand. These activations will also encourage user-generated content (UGC), extending the campaign’s reach through authentic customer experiences. By connecting VOID to a specific occasion where sunglasses are both functional and a key styling element, the activations will bring ONLY SUNGLASSES to life.
An Integrated Customer Journey
The channels will work together to guide customers from discovery to purchase. Social media builds awareness and interest, paid campaigns amplify reach, festival pop-ups create tangible product experiences, and the online store converts that interest into sales. Content generated at the pop-ups can then be reused across social media, creating a continuous cycle of engagement, visibility, and conversion.
Campaign Timeline
Strategic flow: The teaser builds anticipation, the launch introduces the brand, ONLY SUNGLASSES communicates the core brand message, and THE DAY AFTER brings the concept to life through a physical experience. Retargeting then helps convert remaining interest into sales while gathering customer feedback.
Budget
The total campaign budget of SEK 100,000 is allocated across four key areas: paid social, content production, festival/pop-up activations, and testing and follow-up. The largest share is dedicated to paid social to maximise reach and drive traffic, while the remaining budget supports consistent campaign content, physical brand experiences, and performance evaluation. Together, these investments support VOID’s launch strategy, from building brand awareness to generating sales and gathering customer insights.
Follow up & Key Performance Indicators
VOID’s campaign performance will be evaluated across six areas, each with specific, measurable targets. These targets will help assess campaign effectiveness, track progress towards sales objectives, and identify opportunities for optimisation.
VOID will use campaign results not only to evaluate performance but also to optimise future campaign periods.
Content generating higher engagement and website traffic will be prioritised in future content planning and paid social campaigns.
Underperforming content will be analysed and optimised based on audience response and performance data.
Sales data across the five models will be used to evaluate whether the pricing strategy is effective and whether the hero model performs as expected.
This continuous evaluation allows VOID to refine its communication, allocate its budget more effectively, and make data-driven decisions for future campaigns.
Communication Content
POST 1 — BRAND LAUNCH
Visual Concept
A minimalist, street-editorial image featuring a simple outfit, an urban setting, and VOID sunglasses as the clear focal point.
Objective
Introduce the brand and establish its market positioning.
Summary
Summary
VOID targets fashion-conscious young adults aged 20–30 who want to look confident and put-together without overcomplicating their style. The brand differentiates itself through street minimalism and the idea that sunglasses can be the defining detail of an entire outfit.
Built around LESS IS MORE and the campaign concept ONLY SUNGLASSES, the strategy combines Instagram and TikTok marketing, a direct-to-consumer online store, and selective festival pop-ups. With a SEK 100,000 launch budget and measurable KPIs, VOID aims to build brand awareness, generate sales, and optimise future campaigns through performance data.
