Ray-Ban’s Virtual Try-On Tool lets fans virtually test-drive any pair they want, anywhere they want, virtually on their smartphone, tablet or computer. So how were we to make this latest Ray-Ban innovation relevant for the digitally savvy and social maverick? Why, by boosting the number of fans who try it and consequently fall in love with it!
We launched a global activation campaign on the brand’s owned social channels. Creating a fresh new design and user flow in the process, complete with surprising new features that build on the tool's main function: trying on ANY PAIR, ANYWHERE.
EYE IT. TRY IT. BUY IT.
Together with facial-recognition specialist DeepBlue and Ray-Ban’s in-house e-com team, we designed and developed a virtual tool that lets fans try on any pair of Ray-Bans.
To encourage fans both to try the tool and share their shades, we added an extra feature: by transforming virtual 'try-ons' into stunning, low-poly 3D music video shorts, starring each fan in a different Ray-Ban look.
The campaign reached over 3 million people. Keeping
Ray-Ban consistently relevant in the ever-changing digital environment. Over 14k accounts were created directly from social media while 2.6k users per day interacter with the tool.