Eye-catching content for the iconic brand
Any pair, anywhere
Question
Ray-Ban’s Virtual Try-On Tool lets fans virtually test-drive any pair they want, anywhere they want, virtually on their smartphone, tablet or computer. So how were we to make this latest Ray-Ban innovation relevant for the digitally savvy and social maverick?
Answer
To boost the number of fans who try the app fall in love with it, we launched a global activation campaign on the brand’s owned social channels. Creating a fresh new design and user flow in the process, completed with surprising new features that build on the tool's main function: trying on any pair, anywhere.
Eye it. Try it. Buy it.
Together with facial-recognition specialist DeepBlue and Ray-Ban’s in-house e-com team, we designed and developed a virtual tool that lets fans try on any pair of Ray-Bans.
To encourage fans both to try the tool and share their shades, we added an extra feature: by transforming virtual 'try-ons' into stunning, low-poly 3D music video shorts, starring each fan in a different Ray-Ban look.
Results
The campaign reached over 3 million people. Keeping Ray-Ban consistently relevant in the ever-changing digital environment. Over 14k accounts were created directly from social media while 2.6k users per day interacter with the tool.
The sound of sorry
Question
How can we encourage Ray-Ban fans from all over the world to right their wrongs? To undertake a personal act of courage, such as saying they're sorry?
Answer
We set up The Sound of Sorry act, an interactive campaign in which we encouraged critics and bullies to face up to their wrongs and say… no, sing… they're sorry.
Interactive experience
We brought 9 people into contact with others they had hurt and tested their courage to right a wrong. In so doing, we invited each critic into the recording studio and asked them if they had the courage to face the microphone. Using the lyrics from Elton John’s song "Sorry seems to be the hardest word" for their own redemption.
We launched an interactive experience on ray-ban.com's global website to bring the sound of sorry to life.
Micro social documentaries
The emotional journey was documented through a series of micro-documentaries and shared on Ray-Ban’s social channels. Gathering over 1.5 million views and likes.
Social eyecatchers
Ray-Ban’s #Campaign4Change collection got pimped. With platform-specific tools created for Ray-Ban's Tumblr, Twitter and Facebook to showcase their new sunglasses collections. More than that, however, we created visual storytelling that reinforces the link between the campaign and the product.
