RAY-BAN META

To make their product a star, Meta needed a social strategy that’s more than the sum of its brands.

CHALLENGE

What happens when one of today’s tech leaders teams up with a style icon celebrated across generations? In the case of Ray-Ban Meta, you get a product so ahead of its time that people don’t know to look for it. This meant Ray-Ban Meta needed to build awareness of their smart glasses. To do that, the visionaries behind the breakthrough wearable tech needed a strategy that both sings the frames’ praises and shows how they fit into users’ daily lives.

IMPACT

Two brands, four channels, multiple audiences, a cast of agency support — and one social playbook at the heart of it all. For Ray-Ban Meta to establish a foothold in the collective conscious, the brand needed to publicize smart glasses on the platforms people use most: TikTok, YouTube, Instagram, and Threads. To curate a distinct approach for each social audience, we built a keystone strategy that aligns audiences and interests to drive awareness and product consideration.

RBM_YT_ChannelTrailer_V4 from Artemis Ward on Vimeo

The results

545% IG growth • 155M+ Views across Instagram, TikTok, and YouTube

Ray-Ban Meta Smart Glasses Video Quality Tested in 10 REAL Scenarios - YouTube

Ray-Ban Meta Smart Glasses Video Quality Tested in 10 REAL Scenarios Ray-Ban | Meta

Ray-Ban | Meta 119K subscribers