Redefining Eyewear for the Digital Generation
Founded by Andrew Kandolha and Rama Suparta, Saturdays set out to make quality eyewear accessible without compromising on design. Since lau nching in 2016, the brand has grown to 36+ stores across Indonesia, offering an omni-channel experience through its virtual try-on, home-try-on, and app-based shopping features.
Project Background
But as the pandemic accelerated digital adoption, Saturdays needed to evolve faster. The focus shifted from in-store traffic to growing online GMV (Gross Merchandise Value), driving sales across its app, website, and WhatsApp channels. At the same time, the brand faced a differentiation challenge: among younger audiences, especially Millennials and Gen Z, Saturdays™ was often mistaken for other local eyewear brands.
CLIENT
INDUSTRY
DISCIPLINE
Digital Marketing
Business Intelligence
TEAM
Digital Marketing – Paulo A G Simanjuntak
Multimedia, Photography and Videography – Kelvin, Rendy Alfred
Bringing Vision for Everyone – Online and On-Point
Performance Marketing
Growth Marketing
Business Intelligence
Lastly, through product marketing, we led the launch of Saturdays VIBE—a youth-focused eyewear line designed to redefine how the brand connects with Millennials and Gen Z. The campaign was structured in three phases:
Pre-Launch (Awareness)
Launch (Education)
Post-Launch (Retention)
The creative direction was inspired by a music album launch, a nod to how Gen Z connects emotionally through rhythm, visuals, and identity. This approach positioned VIBE not as just another eyewear line, but as a cultural statement—”New Eyewear for a New Generation.”
From visuals to messaging, the campaign rolled out seamlessly across social media, in-app banners, and in-store visuals, uniting every channel under one cohesive narrative.
From Retail Presence to Digital Powerhouse
Digital & Growth Marketing, Business Intelligence
- Successful launch of Saturdays VIBE, creating stronger emotional relevance among Millennials and Gen Z audiences
- 50% faster reporting through automated BI dashboard
