Ray-Ban keeps its coolness factor with comedic social media
campaign
Sunglasses maker Ray-Ban is spinning a new take on the
traditional campaign for change by appealing to the humorous side of consumers
through social media.
The movement, named #campaign4change, is organized by the
Order of Never Hide, Ray-Ban’s “not-so-secret secret society” and includes a
contest. The goal is to steer social media posts away from the traditional
pictures of food and puppies, and do something different and interesting.
"A company or brand connecting to consumers can be
likened to a human consuming food or drink in order to live," said Marci
Troutman, CEO of SiteMinis, Atlanta, GA. "Consumers are the lifeline of a
business and how they interact, engage, sign up and/or purchase is in direct
association to how effective the company or brand engages their current and
potentially new consumer base.
“It is critical to connect to consumers and the best way to
do this is to connect to them where they are, i.e. mobile and social," she
said.
Contestants create their own unique campaign for change,
such as a campaign for “casual everydays” instead of casual Fridays, to make
history, and one for saving the unicorns. Entries are submitted on social media
and through the Never Hide mobile-optimized site for a chance to win a trip for
two to an exclusive Ray-Ban event in New York.
No comments:
Post a Comment