To make their product a star, Ray-Ban needed a social strategy more than the sum of its brands.
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.
Unlocking Mass Appeal
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.
Expertise
We drove awareness for Ray-Ban Meta on social by defining and executing a strategy that aligns the brand, creators, and agencies under a single set of goals.
Brand Strategy
Social Media Strategy + Content Creation
Tone + Messaging Strategy
Content Strategy + Copywriting
Trends + Audience Insights
Video Production + Editing
Introducing: Ray-Ban Meta
Prior to our work refining Ray-Ban’s 2024 social strategy, we grew the @raybanmeta page on Instagram 545% by launching the never-before-seen tech during Meta Connect in Summer 2023. To do so, first we mastered the brand new product to understand its features and benefits. Then we lined up a sleight of creator posts to tee up interest and crafted owned content to hammer home functionality.
Entering New Brand Territory
At the start of 2024, Ray-Ban Meta was riding a wave of hype. Thanks to them, people were embracing wearables for the first time in history — and talking about it on social. YouTubers were reviewing the product and TikTokers had started their own handsfree filming trend. Naturally, the brand wanted in.
In lockstep with our strategy, we helped Ray-Ban Meta reach 61.5K TikTok followers and 2.86K YouTube subscribers (as of July 2024). For each channel, we helped the brand launch content suited to match: deep-dive, spec focused tips-and-tricks for YouTube, and clout-generating, culture-forward entertainment for TikTok.