Why Milo & Me Uses the Embrosa App

Reaching Kids Through Opticians

Milo & Me, the playful and practical children's eyewear brand, knows that creating great products isn’t enough — you need to get them in front of the right audience, too. With a loyal network of opticians and a fast-growing international presence, the brand faced a familiar challenge: how do you support local sellers while reaching parents and kids directly? For that, Milo & Me found a powerful ally in Embrosa.

Closing the Gap Between Brand and Consumer

“We started working with Embrosa to get closer to the end consumer,” says Marieke Florisson, Brand Manager of Milo & Me. “That’s still our biggest challenge. We don’t sell directly to parents or children — we sell via opticians. But they ultimately decide what gets shown to the consumer. So we wanted to support them in a way that made their job easier and more effective.”

With Embrosa, Milo & Me makes campaign visuals, reels, blogs, and product information available not just on their own website (https://www.optiplus.nl/marketing/milo-me) but also directly in the Embrosa app. Opticians — even in places like Hungary or Slovenia — can quickly download and share branded content straight to Instagram, Facebook, or other platforms, including translated captions.

A Ready-to-Use Campaign Toolkit

Embrosa also helped Milo & Me launch full campaigns with Organic Posts and Paid Ads on Facebook and Instagram — all part of a well-curated partner program (We've shared their story before, read it here).

“On our own website, we basically offer a complete marketing package to our opticians: Reels, photos, flyers, catalogs, and blog posts,” Marieke explains (see it here). “The Embrosa App brings the ease — for the optician. The App supports a different approach. Opticians open the Embrosa App and think: ‘What shall I post today?’ All the content of all their brands is there. Even if they’re not focused on Milo & Me when opening the app, they might see a great photo in the app and think, ‘Oh, this fits perfectly.’”

This kind of flexibility and ease-of-use is especially valuable for busy local resellers who want to stay active on social media but don’t have time to create content from scratch.

No Fear of Competition, Just Added Value

While some brands might hesitate to share the Embrosa platform because it also shows content of competitors, Milo & Me sees Embrosa as a kind of “Spotify for marketing.”

“For us, it’s a benefit, that the Embrosa App contains all content, also content of competitors” Marieke says. “Opticians go there looking for great content — if they come across us that way, that’s a win. We’re not worried about other brands. We focus on our own story, our own strengths, and staying consistent. And Embrosa helps us share that story in a cost-efficient and accessible way.”