Founded Amsterdam 2013, Ace & Tate is Europe's leading DTC eyewear brand — B-Corp certified, home try-on, in-house design, answering Warby Parker for the European market.
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See all ads on AdLibrary →Ace & Tate was founded in Amsterdam in 2013 as Europe's DTC answer to Warby Parker. In-house design, home try-on, and own optical studios made prescription glasses accessible and stylish. The brand achieved B-Corp certification in 2021 and now operates across Europe with a strong DTC and own-store presence. Also searched as Ace.
Ace & Tate campaigns address the prescription glasses purchase barrier directly: 'try 5 pairs at home for free'. The home try-on programme removes the #1 friction in online eyewear. B-Corp certification is used in campaigns targeting value-conscious millennials who want both style and sustainability. See Ace & Tate ads on AdLibrary.
Meta campaigns split between home try-on acquisition (CPA-focused) and brand lifestyle (editorial). Retargeting focuses on users who started but abandoned the home try-on funnel. Targeting covers 18–45 urban Europeans with fashion and sustainability interests.
Core themes: 'try at home, no risk' (home try-on mechanic), 'glasses you'll actually want to wear' (fashion-first positioning), and B-Corp sustainability credentials. Transparent pricing ('prescription included, no hidden fees') is used as a direct competitor-comparison lever against legacy opticians.
Ace & Tate's home try-on programme converts the #1 objection in online eyewear (can't try before buying) into a unique acquisition mechanic. This shows that the best DTC campaigns solve the purchase barrier, not just amplify the product benefit. Their B-Corp certification and transparent 'bad decisions' campaign (admitting their own past mistakes) built disproportionate trust with millennial consumers.
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