CLIENT: SUNGLASS HUT

LAUNCHING A GLOBAL BRAND IN SOCIAL

From strategy, to influencer campaigns, to real-time content.

THE BRIEF

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.

 

SERVICES

Consumer Research, Influencer Management, Strategy, Creative, Creative Direction, Production, Community

RESULTS

Community growth of +150k on Instagram, 2m on Facebook, 40k on Twitter and 20k on Tumblr

+250k monthly brand engagements.