Optiplaza in the light of Lighthouse PR

Optical Investment Group is one of the giants in Romania’s optical retail industry... that you’ve probably never heard of.
But you’ve surely heard of its brands, which give it the widest market presence. Take Optiplaza, for instance – 19 out of a total of 99 stores across major Romanian cities operate under this brand.

Optiplaza Through Our Eyes

We started our collaboration with Optiplaza on the communication front in the last quarter of 2024. Since then, the charts have shown spectacular growth in awareness, reach, and impressions, with our content reaching millions of users. For example, content interactions alone have increased by 233%. Yes, 233 – you read that right.

And yes, the team at Optiplaza was more than satisfied with the results we delivered. So satisfied, in fact, that they gave us every agency’s dream: TOTAL creative freedom across their Meta, YouTube, and TikTok accounts.

“The Lighthouse PR team truly understood our brand philosophy and brought a bold creative approach. The result? High-quality content, increased engagement, and a collaboration that constantly pushes our expectations. Are we satisfied? Yes. Do we expect more? Always.”
— Alexandru Țarog, Head of Marketing, Optical Investment Group

How to Turn an Eyewear Brand into Something You Actually Want to Look At

Optiplaza is not just another “eyewear store” – it’s a premium brand with a selective, educated audience that has the means to invest in quality. Naturally, our communication had to evolve accordingly. We focused on uniqueness and a bold brand personality, breaking away from traditional marketing communication patterns and emphasizing user experience.

That’s how we built messages that don’t sound like a marketing robot, but more like a friend who gets it when your glasses fog up in winter as you walk into a warm room.

One of our strengths in communication comes from the wide range of frames offered by the world’s top manufacturers. And when you have that much variety at your fingertips, how could you ever run out of ideas?

What we did wasn’t a complete reinvention of the communication strategy but an integration into the existing brand positioning, with fine adjustments made in full alignment with the client. The creative freedom granted by Optiplaza reflected their trust in us and openness to experimentation and innovation, alongside a strong emphasis on content quality and tangible results.

The positive reactions to our content confirmed that even a subtle shift in public perception is possible with a shared vision between agency and client. We moved the focus from product promotion to the complete user experience – from the in-store offering, to the attentive staff and free consultations, all topped off with a Lighthouse PR signature touch.

As specialists, we know it’s essential to stay in tune with trends, audience needs, and competitor moves—but most of all, to stand out. And to manage both positive content and negative reactions or potential crises on social media. We’re ready for anything.

Like an Eye Exam: Measure, Test, Adjust

We tested content, identified the best-performing directions, and fine-tuned the marketing strategy in real time based on Optiplaza’s audience reactions. Somewhat intuitively, we found that short, conversational, helpful posts—with an authentic, less commercial tone—performed best across all platforms.

Users want human brands, not walking brochures. So we created posts about real issues glasses wearers face—like dodging potholes (where glasses are more survival tool than accessory) or how to become best friends with your glasses. It’s increasingly clear that people are drawn to content that speaks to them and their real-life situations. That’s why we also shared tips from Optiplaza’s specialists. Our goal is to educate, add value, and build a community—not just push products.

“Our partnership with Optiplaza is a perfect example of what an ideal collaboration between agency and client looks like. The trust and creative freedom they gave us felt like a mix of excitement and responsibility, allowing us to develop authentic and effective strategies. The results speak for themselves, and our team’s enthusiasm grows with every project. This is the kind of partnership that inspires us to explore new perspectives and always deliver at the highest level.”
— Ana Maria Gardiner, Managing Partner, Lighthouse PR