How Desio Benefits from UGC | Case Study

Desio, a coloured contact lens brand, integrated User-Generated Content (UGC) into its marketing strategy to make the brand and products more authentic. Thanks to the Flowbox platform, they simplified the management and integration of UGC on their website.

User-generated content was added to the site’s main pages, including the home, community, and product pages. Thanks to shoppable content and dynamic tags, the shopping experience became more engaging and personalised, improving the user journey.

The design choices enhanced the product aesthetics and strengthened the sense of community, increasing social media engagement. This approach led to a post engagement rate of 83.44% and a click-through rate of 13.3%.

Numbers

The Story

Desio is an Italian coloured contact lens brand produced by Qualimed Srl since 2011. Registered in 180 countries, it is recognized as a trendsetter in the industry. Beyond aesthetics, the brand offers prescription corrective lenses, ensuring safe and high-quality solutions for various visual needs (myopia, hyperopia, and astigmatism).

What distinguishes Desio is the attention to detail: high-quality materials, a wide range of diopters, and 36 available shades. The luxury packaging and innovative design have contributed to its global recognition.

Desio has transformed coloured lenses into a genuine beauty accessory, allowing customers to experiment with new looks safely and stylishly. The brand ensures consistency and quality at every stage of the process, offering lenses that enhance any eye colour, with particular attention to dark tones.

The Challenge

Desio lenses represent an innovation in both the optical and cosmetic sectors. Until now, no lenses combined beauty and functionality so effectively. To strengthen consumer confidence and demonstrate product reliability, Desio chose to integrate UGC as a strategic social proof tool.

The goal was to show the versatility of the lenses through real content from users worldwide. Through authentic photos and videos, each customer can see the product on different types of eyes and choose the shade that best suits their style.

Desio collected a high volume of UGC not only from end users but also from opticians, makeup artists, and retailers. Additionally, collaborations with international influencers made more efficient management of this content necessary.

The Solution

In 2018, Desio adopted the Flowbox platform to optimise the collection and management of UGC. This allowed them to select and highlight the best images, always keeping the most authentic and quality content at the forefront.

“Flowbox allowed us to collect and showcase the best user-generated content.”
Amira, Marketing Director at Qualimed Srl

The platform also simplified requesting media rights from users and influencers, facilitating the integration of social content on the website.

Desio also decided to integrate videos into the Flows, recognising their authentic and engaging impact:

“Videos are more real and authentic. This is another innovation from Flowbox.”
Amira, Marketing Director at Qualimed Srl

This feature improved the purchase journey, making it more transparent and credible for customers. Thanks to the targeted selection of UGC and Flowbox’s integrated features, the engagement rate per post exceeded 80%, and the click-through rate reached 13%, demonstrating that users find this content useful and engaging.

The Flowbox Experience