Ray-ban engage consumers with “cool” and “creative” short movies and artwork

Ray-ban engage consumers with “cool” and “creative” short movies and artwork

Ray-ban show how a brand can engage consumers with short movies and artwork rather than by promoting product collections. The “creative” social media content prompts consumers to see Ray-Ban as “cool” and “exciting” while many discuss the “irresistible” products.
WaveMetrix have shown how high-end fashion brands such as Burberry and Louis Vuitton have been successful at using lifestyle features in order to engage consumers. Ray-ban sunglasses use a similar approach in order to engage the 1.7 million fans on their Facebook page. Ray-Ban post social media content infrequently, about once a month, but when they do, they use music mix tapes, videos and prints that encapture the spirit of the Ray-ban brand. The product usually takes a subtle role (or no role at all) within the social media content.
WaveMetrix social media monitoring shows that the Ray-Ban short movies, wall photos and art content is successful at engaging consumers. They discuss the “cool” and “creative” content itself and many mention the “classic” and “stylish” Aviator and Wayfarer models that appear in the movies and wall photos. Using 100% human analysis, WaveMetrix can ascertain that the movie clips prompt consumers to associate Ray-Ban with “cool” and “exciting”.
Consumers discuss the movie content and Ray-Ban products:
Consumers discuss the movie content and Ray-Ban products
  • Consumers “love” the “cool” and “creative” movie shorts series: Ray-Ban engage consumers with a number of short videos that come under the “Never Hide” and “Rare Prints” series. Consumers say they “love” the “awesome”, “funny” and “gorgeous” video clips that have names such as “Photocopy romance” or “Flower Head”. Viewers say the movies are “super creative” and they “hope to see more clips like these”
  • The Ray-Ban wall photos and art/movie content provokes a lot of product discussion: Consumers say they “love” the Aviator and Wayfarer Ray-Ban models. They say Aviators are “classic”, “so cool” and “are my favourite”, while Wayfarers are “vintage” and “still looking good after all these years”. However, a few say Ray-Bans are “expensive”, look “ridiculous” and complain of “broken lenses”
  • Ray-Ban social media content prompts some positive brand buzz: Consumers say Ray-Ban are “the best”, make the “best glasses in the world” and they would “never settle for less”
  • Consumers praise the “wonderful” Ray-Ban artwork: They love the “great artwork” for the “Reservoir Walking” and “Rare Prints” posters and say certain wall photos featuring Ray-ban glasses are “cool”, “wicked” and “wild”
Consumers associate Ray-Ban with “cool”, “trustworthy” and “irresistible”:
Consumers associate Ray-Ban with “cool”, “trustworthy” and “irresistible”
  • The movie clips prompt consumers to associate Ray-Ban with “cool” and “exciting”: They like the “nice”, “awesome” and “kick-ass” movie clips and say the Aviator photos are “cool”
  • Consumers associate Ray-Ban with “trustworthy”: They say Ray-Ban glasses are “the best”, they “last forever and still look brand new” and “nothing compares”
  • Some say Ray-Ban glasses are “irresistible” and “stylish”: Consumers discuss which pair of Ray-Bans they “want”, “need” and “can’t live without” and say the Aviator and Wayfarer models are “stylish”

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