The distribution strategy focused on applying our full potential through relevant channels, placements and functions, which were Facebook, Instagram, Snapchat and YouTube. Initially, the customer journey began with broad target audiences at the awareness stage, highlighting the brand and offer. The audiences were engaged and allocated with different ads on sunglasses or contact lenses with the purpose of segmenting relevant messages for each target audience down in the conversion phase. Further, we adjusted the existing email content in Messenger, sponsored unique YouTube ads, which were tailored to watching behaviors and keywords, and created ads that were custom after real time events, such as, weather or the holiday season. Moreover, retargeting ads were added as a complement to the distribution strategy. The target audience for this group were non-buyers and previous buyers of Lensway. The ambition was to remind the audiences to take advantage of the offer again along with exposing them with dynamic product ads (DPA), which are synchronized with their unique website behavior.