Ray-Ban

The Objective

Ray-Ban aimed to boost its iconicity, fueling brand relevance and brand love, especially amongst Gen Z audiences. Specifically for this campaign, it wanted to showcase how Ray-Ban’s Chromance lenses add color to your life.

The Solution

The Ray-Ban campaign leveraged both awareness and conversion objectives, driving consideration to its website with creator led content, produced in collaboration with Whalar. Combining both brand and performance ad solutions (brandformance), Ray-Ban harnessed three different solutions - TopView 50%, Collection Ads, and In-Feed Ads. This allowed the brand to:

• Grow engagement and awareness in the first instance with the TikTok community globally, thanks to the TopView Ad with a Reach & Frequency buying method, while also leveraging add-on solutions such as the Super Like and Display Card

• Drive consideration to the Chromance lenses on the website

The Results

The campaign smashed targets, by ranking in over 307 million video views globally. It also reached over 70 million users in the TikTok community, and translated this success into a very cost-effective cost per acquisition, which was a 40% reduction when compared with historical data (globally).

Thanks to the strategic brandformance approach, the Collection Ads registered a low cost-per-action (cost per view content) and drove qualitative traffic to the website, where Ray-Ban saw a 31% decrease in bounce rate. The In-Feed Ads with Display Cards also registered a +20% increase in click-through rate when compared against pre-campaign estimates, driving further traffic volume to the website.