Ray-Ban Enters Its Next Era
Ray-Ban is no stranger to cultural relevance. For decades, the brand has been synonymous with style, whether on the faces of Hollywood icons or in the everyday lives of style-conscious consumers. Known for shaping fashion and attitude alike, Ray-Ban has long mastered the art of reinvention.
But the launch of Ray-Ban Meta sunglasses marked something different. This wasn’t about legacy, it was about the future. A new category. A new kind of utility. And a new question: could smart glasses be more than just a tech novelty?
To shift perception and drive discovery, Ray-Ban needed to meet the moment with storytelling that drove interest, showed the glasses’ capabilities, and was shareable. The goal was to spark curiosity by making the product feel instantly relevant in everyday moments, seamlessly blending tech with style, spontaneity, and real connection.
Showcasing Innovation Without Losing Icon Status
The Ray-Ban Meta launch came with both excitement and expectation. A bold collaboration with Meta meant the brand was stepping into new territory, blending fashion with function and tech with timelessness. But that shift came with a challenge: how do you introduce a smart product without losing the emotional appeal that’s made Ray-Ban so iconic?
Awareness alone wasn’t enough. To drive real momentum, Ray-Ban needed reappraisal. The Meta glasses had to feel less like a piece of tech and more like an everyday essential, something effortlessly worn, naturally used, and intuitively understood.
With limited time and physical store access, the challenge became more complex:
Showcase smart utility without leaning on specs- Keep Ray-Ban’s aesthetic codes intact while modernizing the narrative
- Turn in-store visits into content moments that drove engagement and interest
- Deliver reach and resonance across diverse creator verticals, not just fashion
For the campaign to reach these goals, Ray-Ban needed an influencer program that was executed quickly, delivered globally, and designed to convert curiosity into cultural relevance. That’s where Kyra came in.
Smart Glasses, Styled Creatively
Kyra built and ran Ray-Ban’s creator program across key European cities, activating local talent through guided in-store visits and content capture moments designed for speed, scale, and scrollability. With just one month to execute, the team delivered a tightly coordinated campaign that brought Meta Ray-Bans to life through a mix of real-world try-ons and POV-led storytelling.
The strategy focused on making the product feel wearable, desirable, and culturally relevant, not just techy or trendy. Creators shared unscripted summer moments, styled the glasses with personality, and showed how seamlessly they fit into daily life. Store visits became social vlogs, and style became story, turning product discovery into something genuinely worth following.
Our platform enabled fast localisation, with smart casting tools to find creators near flagship stores, automated approvals to keep content moving, and built-in analytics to track performance in real time.
Throughout, Kyra’s team ensured Ray-Ban’s identity stayed sharp and elevated, balancing smart tech and timeless style across every post.
“The Kyra team went above and beyond to make this campaign, and the set up, as strong as possible. We would not have been able to get this live without their support.”
Smart Glasses, Smarter Strategy
The campaign smashed benchmarks across awareness, engagement, and brand buzz, driving scale and real demand for Ray-Ban Meta smart glasses.
In total, the program delivered:
- 6.1M views
- 4.8M reach
- 3% engagement rate
- $646.3K in EMV
- 2.2x EMV ROI
- 75% positive sentiment
- 199K total engagements
More than just views, the comments told a bigger story: high purchase intent, creator-led desire, and serious curiosity from across communities. What started as social storytelling turned into real-world momentum, with people asking not just if they should buy, but where.