Let the dance begin - PS:PRovocative PR-ügynökség
Product launch in times of COVID-19
2020-06-23

Let the dance begin

Basic information
Industry: Fashion| Client: Luxottica | Category: TikTok campaign | Date: June - July 2021


Challenge

In the first half of 2021, the iconic eyewear brand, Ray-Ban, created a new campaign built from eclectic shortfilms. For the start of the You’re On campaign, the brand initiated different digital activities - firstly, an international TikTok dance challenge. The task of our agency was popularising Ray-Ban’s first Hungarian TikTok campaign and conveying the campaign message with the help of Hungarian influencers on TikTok and Instagram.

For the activity, we had to find opinion leaders, who are not only familiar with Instagram, but TikTok as well, people who represent the values of Ray-Ban and the You’re On campaign, and also fit the criteria set together with our client.

Solution

Based on the criteria, we asked for the help of four Hungarian influencers. In the case of the TikTok content, the theme song and the moves of the campaign played an important role, as the Ray-Ban short films are also based on the tune. In regards to the Instagram content, we focused on conveying the campaign message properly. The introduction of the models was based on the You’re On values – being present, seizing the moment, but staying true to ourselves. Based on these values, the influencers – Vivien Alexy, Borka Andó, Bernadett Miták és Fülöp Budavári – had the chance to personalise the visual representation of the campaign message in the shared content.


Results

  • 12 social media appearances on the platforms of the influencers
  • 40 000 TikTok reach
  • 60 000 Instagram reach

About Luxottica

Luxottica is the leading company of premium, luxury and sports eyewear. The company’s own brands include the world’s most famous eyewear brand, Ray-Ban, and also Oakley, Vogue Eyewear, Persol, Oliver Peoples, Alain Mikli and the Arnette. The company also makes eyewear under license for Giorgio Armani, Bvlgari, Burberry, Chanel, Coach, Dolce & Gabbana, DKNY, Polo Ralph Lauren, Prada, Michael Kors, Starck Eyes, Tiffany and Versace.


Date of publication: August, 2021.

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