Silhouette – Case study

Helping a luxury eyewear icon find its next generation of fans through bold, sustainable social storytelling.

Legendary Austrian brand Silhouette had built its reputation over decades as the world’s lightest luxury eyewear, beloved by discerning wearers and lauded for its precision craftsmanship. But its core audience was ageing, and younger, creative professionals, the brand’s ideal next customers were largely unaware of it or perceived it as a label that their parents might choose. Silhouette needed to evolve its presence on social platforms without alienating the loyal base it had carefully cultivated over many years.

Our approach

Ingage spearheaded a wholesale rethink of Silhouette’s organic social strategy across all platforms. We moved away from product-led, catalogue-style content and towards an editorially led approach, one that placed the brand inside the creative and cultural conversations its target audience was already having.

Central to this was a carefully curated influencer programme, pairing Silhouette with global talent whose aesthetics, values and communities aligned naturally with the brand’s craftsmanship story. We were deliberate in selecting collaborators who brought genuine credibility rather than mere reach, ensuring each partnership felt considered rather than transactional.

We also identified sustainability as a powerful and underused thread in Silhouette’s narrative. The brand’s long-standing commitment to responsible manufacturing, minimal waste and longevity-by-design was not being communicated effectively. Weaving this into the content strategy gave younger audiences a clear reason to care and gave Silhouette a story that felt timely and true.

The results

Within a single year, the impact of the new strategy was clear and measurable. Working with global talent and a more ambitious creative framework, Ingage delivered a 97% increase in reach, an 87% increase in impressions, and a 131% increase in engagements. The numbers reflected a deeper shift: an audience that was not just seeing Silhouette more often but actively engaging with what the brand had to say.

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