Brief Name: Ray-Ban x Meta (Awareness, Consideration, Trials)
Brief Type: RFP
Region: USA
Year: 2024
The Ask:
mCanvas received an RFP from the agencies managing the Ray-Ban x Meta launch in the US. The campaign aimed to engage young adults and Gen Z—dynamic, adventure-driven individuals who love staying connected while experiencing life off-screen. The brief outlined concepts for three funnel stages: Awareness, Consideration, and Trials.
Search for insights:
To deeply understand the target audience, I took a hands-on approach:
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Explored the brand’s website and social media pages, analysing posts and comments to gauge user sentiment
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Watched product review videos to identify key audience takeaways
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Delved into Reddit threads to uncover unfiltered discussions
I discovered that two primary groups were drawn to the product:
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Content Creators and Influencers – Enthralled by its features, such as hands-free recording and social sharing
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Tech Enthusiasts and Early Adopters – Excited by its innovative blend of style and functionality
Virtually experience the Awareness ad campaign.
Solution:
Collaborating with my team lead, I developed a strategic framework and finalized the most effective ad formats for each funnel stage.
Awareness: High-impact rich media ad with video slots to spark interest.
Result:
2.28%
38.89%
Enagagment
Rate
CTR
22.25s
Time
Virtually experience the Consideration ad campaign.
Solution:
Consideration: Interactive Video Interstitial ad with feature specific video slot. The ad gave them a direct access and knowledge about the product even before they tapped on the video thumbnails that when expanded, act as a nudge to them.
Result:
2.18%
26.45%
Enagagment
Rate
CTR
21.17s
Time
Virtually experience the Trials ad campaign.
Solution:
Trials: A call-to-action-driven interactive banner for hands-on engagement while showing them different use cases of the product to persuade them further.
Result:
15.98%
16.20%
Enagagment
Rate
CTR
18.13s
Time