CLIENT: SUNGLASS HUT
LAUNCHING A GLOBAL BRAND IN SOCIAL
From strategy, to influencer campaigns, to real-time content.
Launch Sunglass Hut in social media
Build a social strategy based on the global brand positioning
Unify all Sunglass Hut channels under one tone of voice
Grow a community through content series and influencer partnerships.
Step 1: Define the Social Strategy
Based on the ‘Find your cool’ brand positioning, RXM developed ‘Filtered by Sunglass Hut’.
A social strategy for curating and creating relevant content across all social channels. Engaging consumers on every touchpoint in a useful and inspiring way.
Step 2: Visual Language & Tone of Voice
Establish a consistent visual language and tone of voice that is relevant to both the consumer and the culture.
Step 3: Content Series
Through recurring content series we give people a reason to refer back to our feed for useful content. For Sunglass Hut, RXM created over 15 content series. Below are a only a few.
‘START WITH THE SHADES’ SERIES
Top fashion influencers style a trend of sunglasses in a monthly multi-channel series.
‘SKETCHES OF STYLE’ SERIES
Artists from all over the world celebrate iconic sunglasses through illustration.
‘Frames of the World’ Series
Worldwide streetstyle photography delivers the latest trends in sunglasses, including New York, London, Cape Town, Paris, Rio and Sydney.
‘Key to The Store’ Series
Style influencers in major city of the world received the key to a Sunglass Hut store.
Look Of The Day
Product photography gives sunglass trends a cultural context.
Step 4: Pick your Influencers
Once the strategic framework was in place, we found relevant partners to enhance reach and engage a larger audience. These included Man Repeller, Hailey Baldwin, Cipriana Quann, TK Wonder, Cailin Russo or Gareth Pugh.
Step 5: Real-time real talk
Be ready to react to current events in a creative and brand consistent way. Some are calendar dates like Valentine’s Day or 4th of July. Some are things that just happened in the news yesterday.
Step 6: Spikes of attention
Every year, we create a number of events and initiatives that spike attention and reached a broader audience.
London Fashion Week in Real-Time
As principal sponsor of London Fashion Week, Sunglass Hut asked RXM to develop a live content strategy that fit with the overall strategy of the brand.
Series of events across North America featuring a massive dance-powered sun installation.
Consumer Research, Influencer Management, Strategy, Creative, Creative Direction, Production, Community
Community growth of +70k on Instagram, 1.4m on Facebook, 40k on Twitter and 20k on Tumblr
+250k monthly brand engagements.