Multiple Retargeting Shines for Iconic Sunglasses and Eyewear Brand

Ray-Ban is known the world over for its iconic sunglasses. Classic models like the Aviator (think George Michael’s “Faith” video), Wayfarer (worn by everyone from The Blues Brothers to Justin Bieber and Beyonce), and Clubmaster (think Tim Roth in “Reservoir Dogs”) have become part of the zeitgeist.

Ray-Ban blends timeless designs with innovative features. The brand focuses on quality, employing durable materials and advanced lens technology for UV protection and clarity. Ray-Ban is part of the EssilorLuxottica Group and sells its sunglasses and eyewear through retail outlets and online platforms.

Luxury fashion is a competitive industry, even for a brand with almost 90 years of success and some of the world’s most beloved designs. Ray-Ban was seeking to increase online revenue and consolidate its presence in the American market. This is part of EssilorLuxottica Group’s commitment to respecting the uniqueness of each of its brands while fostering growth.

Promoting different product categories and increasing average order value were identified as key targets. The challenge was reaching a broad audience with greater segmentation, delivering relevant messages to strong prospective buyers, and increasing the likelihood of conversion.

As an additional advertising partner, we needed to prove that working with multiple retargeters would expand reach while maximizing results, as each provider uses different technology that engages different users.

The results of our prior collaborations and the power of our Deep Learning-based technology convinced Ray-Ban that RTB House could increase sales and overall revenue in digital channels in a multiple retargeting scenario.

We started by creating a bespoke setup that would optimize towards different goals. Local support and a consultative approach allowed us to truly understand the needs of a luxury brand operating across several markets.

We then worked on a mix of creatives that would guarantee performance while fitting the iconic Ray-Ban look and feel. The scope of the campaign significantly increased over the following months as Ray-Ban saw tangible results and increased ecommerce sales.

Reaching different users in a multiple retargeting scenario was part of a cross-selling and upselling strategy that encouraged users to make additional or higher-value purchases. RTB House campaigns led to a year-on-year 5.6% increase in revenue from display advertising and 11% better return on ad spend (ROAS). These results show the difference between previous marketing campaigns without RTB House in the mix, and the results a year later with us on board.

We also proved the efficiency of our campaigns and technology by generating a 10% higher average order value (AOV) than other partners active simultaneously.

EssilorLuxottica was so impressed with the results that they are expanding the Ray-Ban campaigns with RTB House to new markets. They are also activating our ads for more brands within the group besides the seven we already serve.