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.

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.