EssilorLuxottica | Ray-Ban
// Ray-Ban Stories
Multi banner campaign
Pan-European Launch
Multi channel adaptations
The Issue?
GrandVision just integrated with EssilorLuxottica. This was the first collaborative exclusive product launch.
Ray-Ban was launching the new smart glasses with Meta, GrandVision stores had exclusive access to specific versions.
It needed to be adapted to banners in different countries, in various languages simultaneously.
The Solution?
Together with the Ray-Ban brand team and GrandVision performance marketing team we created a co-op approach to launch both on owned and paid media.
Across 13 operating companies and store banners we adapted the materials in a scalable manner and aligned on various possibilities in terms of:
Copy tone of voice fit to brand & banner;
Video manipulation within brand guidelines to fit banner guidelines;
On-brand visual adaptations with AI assisted fit for platform repurposing;
Simultaneous activation and organic contact launch.
If alignment in a very tight schedule across 13 opco’s was not enough. We also managed to create and distribute full funnel playbooks to 30+ banners that were not operating on the same digital platform as the previous 13.