Onnie Lens

September calendar is five reels and six static/carousel posts (3 carousels, 3 statics), aligned with the previous meeting's brand storytelling direction.

Simplify educational content to 'daily versus monthly' only — do not present three lens types (daily/monthly/3-month), to avoid confusing viewers.

20% off applies to five specific new-colour designs, for September only.

Separate daily-lens promotion will be a voucher unlocked when customers purchase three or more boxes, since the 20% off is on the monthly/new colour range.

Mia does not want to just sit and talk to camera for the founder story — prefers UGC-style, Q&A format with heavy overlay of product, factory and packing footage.

Visual style should be minimalistic, clean and calming, following the brand's colours, with carousels kept readable and quick to absorb.

Mia to send collection/technology USPs, specific customer reviews, and Korea factory / warehouse photos for the behind-the-scenes overlays.

Reels will be filmed at the client's house/space, with three different outfits, makeup looks and backgrounds for the three-looks reel; founder story can use the same location (sofa setup).

A K-pop event is coming up and its content plus the associated promotion should be published on social.

September content focuses on who Onnie Lens is — brand backstory and founder journey — rather than being product-heavy.

Irene (韋書婷) is the model for the first month's shoot; subsequent months can use Atlas's talent pool if the client wants different faces.

Maximum of two rounds of major revisions; small changes like spelling errors are not counted.

100% payment upfront before each work month begins — September work only starts once payment is received.

Communication primarily on WhatsApp (message or voice note), max two calls a month; approvals within two days where possible.

Posts are scheduled through Metric with Instagram, Facebook and TikTok connected; Atlas cannot delete live posts, so any deletions must be done by the client.

Founder story will be told transparently — the franchise that collapsed, the partner who ran away, rebuilding with a new supplier — because the honest 'sad story' formula builds relatability.

Mia is willing but reluctant to appear on camera — "seems like I got no choice."

Client prefers occasion-based makeup looks (daily look, party look) over replicating specific K-pop idol looks, which Irene isn't confident doing.

The 1 Oct K-pop event (physical booth) will be worked into the content plan, promoting the on-site eye test to attract new customers.

Customers need to know their prescription/eye power to order online; those who don't must get an eye test at an optical shop first. Repeat customers have records on file.

Website to be updated: remove Bugis location references, hide the nails page until it's ready, and relabel the promotion header as 'Monthly Promotion'.

September sale will feature new designs from a new collection; client to send the list of promo products and their top 3–5 bestselling lenses.

Mia to upload brand guidelines and logos to the Atlas Google Drive link, connect IG/FB/TikTok, and answer the founder questionnaire (Chinese is fine).

Atlas covers lighting and standard production kit; requested props are chargeable and talent is not normally provided.

Onnie Lens will attend a K-pop related event in October; Mia to share event details later.

No physical outlet planned for the next six months; the business is digital-only apart from pop-ups and events.

Contact lenses are a medical device — Onnie Lens cannot do eye checks themselves, so online buyers must show a prior purchase record with Onnie Lens or a prescription/purchase record from another optical shop.

Three content pillars agreed: Branding (what makes Onnie Lens different), Education (e.g. removing lenses with long nails, lens case hygiene, eye infections), and Case Studies/testimonials.

Target audience redefined as working adults in large MNCs across Singapore rather than students, pushing natural-colour lenses suitable for corporate dress codes.

Previous marketing budget was spread too thin and not enough to be effective across ads and website spend.

Competitors (Moody Lens, Oans/by Cats, i-Lens) have far higher follower counts, stronger brand presence and much heavier consistent ad spend — Onnie Lens has minimal ad spend and ~655 followers as of May.

Mia or Irene will model the lenses themselves; real customers or friends may be approached for testimonial videos. Educational content can be shot at their own place.

Real customer reviews exist on Google (collected over a two-to-three week push); Mia is unsure whether the reviews shown on the website are genuine or pulled from Google.

Onnie Lens does not currently offer lenses for astigmatism — it would need customisation and they haven't touched that yet.

Irene (韋書婷) is Mia's business partner and prefers Chinese; calls will switch between English and Chinese, with Mia helping translate.

Mia expressed a preference for Option B (branding + social media management: 9 social posts, 5 videos, carousels) over Option A (ads only) — "I think option B will be better than the option A".

Jil to send the presentation deck via WhatsApp; Mia to confirm package choice before end of the week, then an onboarding call the following week.

No long-term lock-in — the engagement can be month-to-month, cancellable after September's content is delivered.

Agreed to start with organic posting plus boosting to identify high-performing content before committing to paid ads.

Christmas event participation should be prioritised no matter what; signups typically run August–November, so they need to apply in that window.

Mia is concerned that if the marketing spend does not translate into e-commerce sales, they cannot justify putting in more money.

Mia named Malaysian brand "Eimuse" as the visual reference for the social media aesthetic they want; she finds their own page "just product base... kind of boring type."

After the store closes there will be no factory, office or physical space to film in — content would need to be shot on location, UGC/day-in-the-life style.

Jil proposed a "moving-out sale" campaign for the final month at the physical store, with storytelling content plus discount/referral codes usable online; Mia indicated they will likely run a closing-down sale.

Meta's AI-driven optimisation now requires nine or more creative assets per campaign, and headlines/captions can no longer be manually paired to specific creatives.

OnlyLens has never worked with any marketing agency, freelancer or in-house team, and has spoken to other agencies but not proceeded.

They want Meta ads to generate immediate sales rather than brand awareness — "probably we will focus on to generate more sales instead of running the awareness of the brand."

Total marketing budget is around $4,000; Mia said three to four thousand is the maximum.

In Singapore contact lenses are regulated as medical devices — online sales are effectively limited to existing customers with verified prescriptions, which caps online conversion.