Success Story Of Cool Winks Using Facebook For Retargeting

8 Min Read. |

About Cool Winks

Cool Winks used  Facebook for remarketing, so as to survive in this fast changing world.      If  a business wants to survive than it  has to change according to the changing world. It has to keep on innovating various  ways to survive in the long run.This same  technique was used by Cool Winks, they used Facebook to increase their sales and to  create a brand awareness about the business.

While Facebook has also evolved and changed a lot to fit in this fast changing environment. So Facebook no longer is just a platform where people connect with their friends, families and loved ones. Its is one of the fast growing platform.Business companies are using  it to advertise their company, build their brand awareness. In addition, the world is becoming digital and digital marketing techniques are proving productive to improve business in this scenario.

“As a marketing tool, Facebook is simply incredible. It helped us reach a wider audience, build a new customer database and re-engage our existing customers to achieve big sales numbers. One solution that yielded strong results for us is dynamic ads, which helped us boost sales by retargeting our website audience using dynamic content.” – Manish Kumar, Associate Director, Marketing,

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Strategy Adopted Cool Winks

Founded in May 2016, is an online eyewear store based in India. It sells prescription glasses and sunglasses from various brands at affordable prices. The clear goal of Cool winks is to provide better vision to millions of people  with a better quality eyewear. Cool winks are aiming to be a leading online retailer of vision care products. For highest standard and widest range of Eyeglasses, Prescription Sunglasses, Sunglasses of various special brands and lenses of different brands.

While there aim is also  to provide vision aids to people who have eye sight problem.To improve our  vision and help take care of our eyes better.When they say their aim is to improve vision they are serious in this mission.They donate a small percentage from the sales to various vision foundations. Finally, they even have blogs in which they provide tips and advice to improve our vision. They are a wholly owned subsidiary of the Essilor International.

Business Objectives of Cool Winks

Long-term vision

First Goal: wanted to increase its revenue by reducing the amount of time website visitors take to make a purchase. Their main aim was to increase the sales by using digital marketing techniques to  promote their brand by one of them is Facebook.They create good post to keep the user engage by doing various activities.

Second Goal:

Another goal of  Cool Winks is to improve the life by improving  sight but it does not stop here. They have become a part of a global drive to create access to vision care for people everywhere. Their  parent entity, Essilor International has grassroots initiatives across 4 continents that have helped more than 2 million people have first-time access to vision care in the past 2 years.

Third Goal: 

As in India where there are 550 million people who suffer from uncorrected vision, there is only 1 qualified optometrist for every 25,000 people. Refraction units and spectacle distribution channels are scarce in rural areas. Hence majority of rural populations have never had their eyes tested.  As a result they  developed  The Eye Mitra Optician programme which aims to bring vision care where it’s needed in remote locations. They even  contribute in  social and economic development of villages.

The programme helps to  create a respected profession and livelihood for local unemployed youth. And as a result is   improving life opportunities because of  corrected vision for the local community.

Benefits of Shopping with

 They provide widest range of optical brands: 

  • 100% Original Product
  • Customer Support / 24×7
  • Free Shipping
  • Your Payment Are Secure
  • Multiple Payment Options Or Wallets
  • Easy Returns
  • Affordable Price
  • Donate A Percentage Of Sales To Foundations
  • Blogs To Provide Information


How Cool Winks Achieved Results

Step 1: Use of Dynamic Ads

Facebook dynamic adverts automatically promote products to people who have expressed interest on the website, in  app or elsewhere on the Internet. So we simply have to upload product catalogue and set up the campaign once consequently it will continue working for us – finding the right people for each product – for as long as we want, and always using up-to-date pricing and availability.

How Cool Winks Applied it?

First of all cool winks used dynamic ads to encourage people who had visited its website to quickly make a purchase, Cool Winks used dynamic ads to retarget these potential customers. The company customised its dynamic ads by showing people the same or  specific products they had seen on its website, and introduced them to other products of a similar price or design, depending on their website behaviour.

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Step 2: Use of Facebook Pixel

Facebook pixel is a piece of code for website that enables us to measure, optimize and in addition build audiences for our ad campaigns.By using the Facebook pixel, we can leverage the actions people take on our website and make  more effective Facebook advertising campaigns. With the Facebook pixel, we can:

  • Measure cross-device conversions: See how  customers are moving between devices before they convert.
  • Optimize delivery to people likely to take action: Ensures ads are being shown  to  people who will most likely take the action which we want them to take, like purchase or fill out a form.
  • Automatically build audiences for website visitors to retarget: Creates   custom Audiences for people who take specific actions on website, like visited a product page, added to cart or purchased a product.

How Cool Winks Applied it?

Cool Winks also used Facebook pixel, the company tracked people’s behaviour on its website, such as the products they viewed and items added to cart.Hence the data allowed Cool Winks  to target its audience more effectively. Based on that, it targeted people aged 18-35, as the company learned they are most likely to make an eyewear purchase online.So they target audience was the youth and they focused to show them only the ads.
Cool Winks

Step 3: Use of Carousel Ads

The carousel format lets us  show up to 10 images and/or videos, headlines and links, or calls to action in a single ad unit. Anyone who sees  ad can then scroll through the carousel cards by swiping on mobile phones or tablets or clicking the arrows on computers.

How Cool Winks Applied it?

Cool Winks  as result then used the dynamic carousel ads to introduce the variety of products available on its website. Each image on the carousel featured a piece of eyewear with a plain background. They also used link ads  so as to further encourage  people to visit their  website through a clear call-to-action.

Step 4: Use Custom Audience and Lookalike Audience

A Lookalike Audience is a way to reach new people who are likely to be interested in our business because they’re similar to people who already are.In  Lookalike Audience, we choose a source audience  and  identify the common qualities of the people in it . Then  find people who are similar to or look like them in the country or countries.

 Smaller audiences more closely matches  the  source audience.While creating a larger audience increases  potential reach, but it reduces the level of similarity between the Lookalike Audience and source audience.Therefore in general recommend source audience is between 1,000 to 50,000 people. Source quality matters too.

How Cool Winks Applied it?

Cool Winks  used Custom Audiences to reach people who had previously made a purchase, and  in addition used Lookalike Audiences to reach people with a profile similar to its existing customers. By showing it as the page liked by mutual friend.

Cool Winks’ Success

A clear direction

Cool Winks

By keeping a close eye on its potential customers, Cool Winks saw a huge leap in sales and their profit almost doubled . Through its campaign started on Facebook Cool winks  has achieved the following:
  •  There was 40% increase  in monthly sales
  • 98% improvement in return on ad spend
  • Almost 64% lower cost per acquisition
  • Most of all they were able to create brand awareness about there product.
  • Successfully created a LookAlike audience.
  •  Also showed ads only to the selected audience as result conversion improved.

Some of the latest Ads do Check it out they are interesting

LATEST ADS:  They are using various magnets so as to attract audience like this where they are giving discount of 99% but with a condition that it is valid only today and there is a call to action also inserted.

Another ad in which they are giving the call to action which is to buy eyewear and stand a chance  to meet the caste  of half girlfriend these type of unique ideas help to develop interest in users and keep them engage by providing interesting  contents in form of activities like in this customer have to purchase and click a selfie and upload it using tags.

 Their latest ad #OpenYourEye : 

While in this ad they are giving a unique message that women can also drive and rather park very well which is very unique and clever way of making ads and they also show the eyewear she is wearing because of which she parks the car superbly. As well as it very modestly ask men to change their views about women driving by asking them to open your eyes .


 So, finally in conclusion Cool winks used various things in Facebook which helped them in remarketing these are :

  • Adverts                                                                            
  • Carousel
  • Dynamic adverts
  • Core Targeting
  • Conversion Tracking
  • Custom Audiences
  • Lookalike Audiences 

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