Revolutionizing Industry Engagement through event production
OAKLEY VIP DAYS
THE CHALLENGE:
Oakley faced a pivotal moment in its marketing strategy as traditional trade show participation no longer delivered a meaningful return on investment (ROI). Despite allocating over $2 million annually to two major trade shows, attendance was dwindling, and the sales generated mirrored regular call cycle results rather than offering incremental value. Oakley needed a bold new approach to connect with key accounts, drive sell-through, and differentiate its brand in a competitive marketplace.
THE OBJECTIVES
Oakley VIP Days was conceptualized to address these challenges with clear, results-oriented goals:
Increase Sell-Through: Equip partners with knowledge and tools to drive sales growth.
Lead in Training Excellence: Position Oakley as the industry standard for results-oriented training.
Feature Flagship Products: Elevate awareness of product features and benefits.
Engage the Optical Channel: Foster stronger ties with top accounts and create brand evangelists.
Expand Product Segments: Showcase specialty lenses for sport and introduce Oakley Women’s active eyewear.
THE RESULTS
EVENT HIGHLIGHTS
Oakley VIP Days delivered a high-touch, immersive experience that blended education, entertainment, and exclusivity, including:
Product, Marketing, and Sales Training: Tailored workshops on consumer segmentation, merchandising, and market insights.
Early Feedback Opportunities: Exclusive previews and input sessions for new product launches.
Multi-Sport Demos & Lens Tutorials: Hands-on engagement with Oakley’s specialized lenses and product benefits.
Exclusive Access: Lab and manufacturing tours, along with an insider’s view of Oakley’s history and “Engine Room.”
Leadership Engagement: Fireside chats with Oakley executives, offering strategic insights and vision.
Networking & Entertainment: Golf tournaments, live performances, and recreational activities.
Branded Experiences: Iconic Oakley swag and surprise activations that reinforced brand affinity.
Oakley VIP Days exceeded expectations and delivered measurable impact across multiple fronts:
Revenue Growth: A remarkable 25% increase in revenue, generating $8M in additional top-line growth compared to previous trade show efforts.
Sell-Through Performance: Participating accounts achieved a 32% increase in sell-through.
Women’s Category Growth: A 38% year-over-year increase, making Oakley the #1 distribution channel for women’s eyewear.
Expanded Impact: 50,000 additional sales associates participated in follow-up training, including sessions on The Economy of Gender.
Prescription Lens Success: Sales in the prescription lens business grew by 42%, with multiple-pair sales increasing by 16%.
LEGACY OF OAKLEY VIP DAYS
By pivoting away from outdated trade show formats and investing in a bespoke, immersive event experience, Oakley transformed its engagement model. VIP Days deepened relationships with key accounts, expanded product awareness, and positioned Oakley as an innovation leader in the optical and lifestyle markets. This activation not only drove immediate results but also built a lasting foundation for sustained growth and brand loyalty.
