Supporting Lenskart's Campaign Growth Through Creator & Meme Marketing
For three years, BrandHype Solutions supported Lenskart's social media growth through sustained meme marketing and influencer campaign execution — helping one of India's most recognised eyewear brands build cultural relevance beyond product advertising.
The Objective
Keep Lenskart culturally present and talked about between product campaigns — building brand warmth and reach with young Indian consumers through content they voluntarily engage with.
The Challenge
Eyewear is a considered purchase with long gaps between buys. Staying top-of-mind between purchase occasions — without hammering audiences with product ads — required a presence inside everyday internet culture.
The Strategy
BrandHype ran a sustained meme-first strategy combined with creator activations: regular meme page distribution keeping Lenskart inside trending conversations, layered with influencer campaigns around launches and brand moments. The strategy treated memes as an always-on awareness engine rather than a one-off stunt.
Creator & Channel Selection
Meme page networks were selected for audience overlap with young, urban Indian consumers; influencer activations paired category-relevant creators with each campaign moment.
How It Ran
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Always-on meme distribution across India's leading meme communities
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Trendjacking tied to cultural moments and conversations
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Influencer activations supporting launches and brand campaigns
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Continuous format iteration based on share and engagement data
Content Formats
- Meme page posts
- Trend-based content
- Creator reels and videos
- Campaign-specific influencer content
Distribution Channels
- Instagram meme communities
- Influencer channels
- Social platforms across India
The Results
50M+
Reach & engagement generated
3 years
Campaign partnership
Always-on
Meme + creator strategy
Results are BrandHype-reported campaign figures from the three-year engagement.
What We Learned
- Consistency compounds: meme marketing works best as an always-on layer, not a campaign spike.
- Cultural relevance protects brand recall between purchase occasions in low-frequency categories.
- Memes and creators are stronger together — memes deliver scale, creators deliver trust.
Frequently Asked Questions
What did BrandHype do for Lenskart?
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Over a three-year partnership, BrandHype ran sustained meme marketing and influencer campaigns for Lenskart, generating 50M+ reach and engagement and keeping the brand culturally relevant beyond product advertising.
Why did Lenskart use meme marketing?
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Eyewear is a low-frequency purchase. Meme marketing kept Lenskart present in everyday conversations between purchase occasions, at a fraction of the cost of continuous paid media.
Want results like Lenskart?
Tell us about your brand and goals. We'll come back with a custom growth plan — not a generic proposal.