Content Audit · 2026
Kits.ca, Content Strategy Analysis & Recommendations
A content audit of three live Kits.ca pieces (Instagram eyewear post, website blog, promotional Instagram post) plus two strategic recommendations, a #KitsStyleChallenge virtual try-on campaign and a behind-the-scenes sustainability content series.
Client
Kits.ca
Industry
DTC · Eyewear · E-commerce
Role
Content Strategist
Year
2026
Case Study · 19
"Gen Z and Millennials value personalization and ethical positioning, and Kits has two genuinely strong levers it isn't leaning into: a tech-driven virtual try-on tool and eco-friendly production practices."
Objective
Evaluate three existing Kits.ca content pieces against purpose, audience and brand fit, then deliver two future-facing content recommendations that strengthen tech-driven engagement and ethical brand positioning.
Result
A six-slide content strategy analysis: three live content audits with positives and negatives, plus two recommendations, virtual try-on UGC challenge and BTS sustainability story series, each with format, target audience and rationale.
Deliverables
- ·Audit of Instagram eyewear collection post
- ·Audit of website blog (online glasses guide)
- ·Audit of promotional Instagram post
- ·Recommendation 1, #KitsStyleChallenge virtual try-on UGC
- ·Recommendation 2, BTS sustainability content series
Skills applied
01
Challenge
Kits.ca's existing content is strong on product and promotion but mostly product-focused with limited interactive elements, and short-term discount messaging risks weakening the long-term brand connection.
02
Insight
Gen Z and Millennials value personalization and ethical positioning, and Kits has two genuinely strong levers it isn't leaning into: a tech-driven virtual try-on tool and eco-friendly production practices.
03
Strategy
- ●Turn the existing virtual try-on tool into a TikTok + Instagram Reels UGC challenge (#KitsStyleChallenge) to drive interaction and organic reach.
- ●Use Instagram Stories and TikTok to tell the 'How Kits Glasses Are Made' sustainability story for values-driven 25-45 buyers.
- ●Balance promotional content (which converts short-term) with values-driven content (which retains long-term).
04
Execution
- ●Audited each content piece on platform, description, purpose, target audience, positives and negatives.
- ●Wrote each recommendation with topic, format, objective, target audience and rationale.
- ●Differentiated the two recommendations by funnel stage, challenge for discovery, BTS for trust.
05
Outcome
- ●Two concrete content lines Kits can ship without rebuilding its existing strategy.
- ●A balance between short-term promotional conversion and long-term brand equity.
- ●A reusable audit template (purpose / audience / positives / negatives) for future Kits content reviews.
06
Key Learnings
- ●When the product is already interactive (virtual try-on), the content campaign almost writes itself.
- ●Differentiating recommendations by funnel stage forces them to coexist instead of compete.
07
What I Would Do Next
- ●Run a four-week #KitsStyleChallenge pilot with three creator anchors and measure UGC volume.
- ●Shoot the first BTS sustainability film at the production facility and release as a Reel + Story split.
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