EssilorLuxottica needed differentiated social territories for three optical brands within the same portfolio. I developed distinct creative platforms for LensCrafters, EyeBuyDirect and Pearle Vision, translating each positioning into content pillars and creator-led formats across social platforms.

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The strategy covered audience and cultural insights, platform positioning, content and creator architecture, in-house production formats and annual editorial cadence. Instagram was designed to build visual authority, aspiration and brand storytelling, while TikTok focused on discovery, cultural relevance and native creator participation. The result was a scalable system connecting long-term brand positioning with platform-specific execution and ongoing content planning.