Secret Key Web Agency

BACKGROUND

Please describe your company and position.

I am the Marketing Director of L.G.R

Describe what your company does in a single sentence.

Founded in 2008 by Luca Gnecchi Ruscone, L.G.R takes an independent approach to eyewear design and production, blending together traditional Italian methods of craftsmanship, lens technology and a history that dates back to Africa.

L.G.R eyewear are entirely handmade in Italy by small artisanal firms, using traditional methods of production in order to deliver an authentic and luxury product. Materials selection is at the very core of L.G.R: only the best is sourced in order to ensure resistant and long lasting products. Cellulose acetate is used for its inherent durability and flexibility allowing the frames to adapt to the wearer’s face over time while stainless steel is used for its strength and design possibilities. Cutting edge technology is at the forefront of lens production and only the best quality tempered mineral glass is used.

L.G.R is available for purchase in 6 Flagship Stores (Paris, Venice, Florence, Milan, Rome St Peter, Rome Piazza di Spagna) and in premium retailers around the world, currently represented in about 1.000 stores in 30 countries across America, Europe, and Asia.

Discover more about our eyewear collections at www.lgrworld.com

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Secret Key Web Agency to accomplish?

• Website management
• Management of all digital advertising campaigns
• Creation, development, and management of the CRM

SOLUTION

How did you find Secret Key Web Agency?

Referral

Why did you select Secret Key Web Agency over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Secret Key Web Agency were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Secret Key provides outsourced Chief Marketing Officer (CMO) consultancy services for L.G.R. World, with a strong focus on strategic marketing development and eCommerce growth.

1. Outsourced CMO Consultancy
Secret Key, through Enrico, acts as an external Chief Marketing Officer. The service includes:

Defining new marketing and communication strategies in collaboration with company management
Developing tactical plans and operational procedures
Improving brand positioning and overall marketing performance
Driving business growth, particularly in eCommerce and physical retail stores
Monitoring KPIs and business performance
Conducting at least one in-person strategic meeting per month
The objective is to evolve the brand’s marketing structure and enhance overall business results.

2. Performance-Based Success Fee Model
In addition to a fixed monthly consultancy fee, Secret Key links part of its compensation to measurable eCommerce growth results.

A fixed monthly fee for CMO consultancy
A variable performance-based fee tied to eCommerce revenue growth
Success fees are calculated based on incremental monthly revenue targets
This model aligns the agency’s compensation with the achievement of predefined online sales growth objectives.

3. Strategic Focus on eCommerce Growth
The proposal emphasizes:

Revenue growth through digital channels
Optimization of marketing performance
Structured KPI reporting and performance tracking
Support in scaling online sales
The performance model is contingent upon a minimum annual investment in online advertising, ensuring sufficient media budget to achieve growth targets.

4. Creation and Transfer of Marketing Assets
All digital materials, content, advertising creatives, images, videos, and promotional assets produced by Secret Key during the contract:

Are subject to client approval
Are fully transferred to L.G.R. in terms of economic and intellectual property rights
Can be used worldwide and in perpetuity
 
In summary, Secret Key offers strategic CMO-level marketing consultancy combined with a performance-driven compensation structure, primarily focused on accelerating eCommerce growth and strengthening overall brand marketing performance.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The measurable outcomes of the project clearly demonstrate significant progress and overall success across multiple key performance areas:

1. Online Revenue Growth
One of the most tangible results was the increase in online sales. Through strategic marketing direction, optimized media allocation, and performance-driven campaigns, eCommerce revenue showed consistent growth, confirming the effectiveness of the new digital approach.

2. Expansion of the Fanbase
The project contributed to a substantial growth in the brand’s audience across digital platforms. Social media followers, newsletter subscribers, and overall digital community size increased, strengthening the brand’s owned audience and long-term customer base.

3. Increased Brand Awareness
Brand visibility improved significantly, both in terms of reach and recognition. This was reflected in higher impressions, broader audience penetration, increased branded search queries, and stronger engagement rates across digital channels.

4. Higher Conversion Rate
Conversion rates improved thanks to enhanced funnel optimization, better targeting strategies, improved creative performance, and refined customer journey management. This indicates not only increased traffic but higher-quality traffic converting into customers.

5. Improved Digital Campaign Performance
Paid advertising campaigns showed measurable efficiency gains, including improved ROAS, lower cost per acquisition (CPA), and better overall media efficiency. Campaign structures were optimized, audiences refined, and creative testing implemented to maximize performance.

Overall, the project delivered measurable business impact by driving revenue growth, strengthening brand positioning, and improving marketing efficiency across all key digital channels.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Secret Key demonstrated a highly structured and reliable approach to project management throughout the collaboration.

They consistently delivered all agreed items on time, respecting deadlines and maintaining a clear timeline for every activity. Their workflow was always well-organized and aligned with our internal processes, which made coordination smooth and efficient.

Communication was proactive and transparent. They were responsive to our needs, adaptable when priorities shifted, and always ready to provide strategic input when required. This flexibility allowed us to quickly adjust tactics while staying focused on long-term objectives.

The monthly in-person meetings were particularly valuable. These sessions allowed us to review performance, align on strategic priorities, and clearly define the operational roadmap for the upcoming period. This recurring planning moment ensured strong alignment, accountability, and continuous optimization of the work.

Overall, their project management was professional, punctual, and perfectly integrated with our team’s way of working.

What was your primary form of communication with Secret Key Web Agency?

• In-Person Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What we found most impressive and truly unique about Secret Key is, without any doubt, the people.

The real added value of the company lies in the quality, expertise, and professionalism of its team. Enrico Ferretti personally supervises all our projects, providing strategic vision, high-level direction, and constant alignment with our business objectives. His involvement ensures that every initiative is connected to measurable growth and long-term brand development.

The advertising team is equally impressive. They manage our digital campaigns with a strong performance-driven mindset, always focused on revenue targets and measurable results rather than just vanity metrics. Their analytical approach and continuous optimization of campaigns have been instrumental in improving overall performance.

In addition, the development team stands out for its technical expertise and responsiveness. Whether it’s website improvements, CRM implementation, or troubleshooting complex technical issues, they consistently provide fast, effective, and reliable solutions.

Ultimately, it’s the people — their competence, dedication, and professionalism — that truly make the difference and set Secret Key apart.

Are there any areas for improvement or something Secret Key Web Agency could have done differently?

At this stage, we believe Secret Key has delivered strong results and maintained a high level of professionalism throughout the collaboration.

If we look at potential areas for evolution rather than improvement, the future of marketing is clearly shaped by Artificial Intelligence. This is an area where continuous innovation is essential. That said, Secret Key is already proactively investing in understanding and leveraging AI, exploring how it can be integrated into media buying, data analysis, automation, creative production, and CRM optimization.

What we appreciate is that they are not passively observing this shift — they are actively updating their competencies and testing new AI-driven tools and processes to ensure we can fully capitalize on this growing wave. Their forward-thinking mindset gives us confidence that AI will increasingly become a competitive advantage for our brand.

Rather than a weakness, we see AI as a shared opportunity for further growth, and Secret Key is clearly positioning itself to harness it strategically for our benefit.