Ray-Ban Stories

Ray-Ban Stories, the smart glasses Ray-Ban made with Meta, sat in a young category most consumers did not understand, with low familiarity and no settled use case. Ray-Ban needed awareness of the product and consideration of its stand-out features. Billion Dollar Boy's insight was that capturing a moment usually means holding a phone up to it, which takes you out of the moment you are trying to keep, so the most persuasive demonstration is a creator recording their own creative process hands-free while staying present. The campaign had to redefine how audiences think about the category before it could sell a specific product.

Under the idea 'put the phone down', the agency partnered 11 creators spanning musicians, artists and comedians, whose work has a visible process that lends itself to hands-free capture. They published 71 organic posts across TikTok and Instagram in the USA, showing the glasses inside their everyday creative work, so each post carried both awareness and product education.

One behavioural idea held a deliberately varied roster together without uniform scripts, and casting process-driven creators made the demonstration native to content their audiences already watch. Content ran on TikTok and Instagram. Billion Dollar Boy reports 71 posts, 1.8M impressions, 63.3K engagements, 29M potential reach and 553.5K-plus value-added impressions from creators posting beyond scope. All figures are self-reported; delivered impressions are modest against the stated potential reach, and no launch date, budget or business outcome is disclosed.