Submitted by 22 IMPACT

Ray-Ban x Meta Gen 2 Smart Glasses launch with Tay Moses

22 IMPACT cast creator Tay Moses in a six-part TikTok series for the Ray-Ban x Meta Gen 2 Smart Glasses launch, reporting 10M impressions.

10M IMPRESSIONSimpressions
Generating 7M+ views, the campaign positioned the product as a style-first tech accessory while reinforcing our strength in global, multi-part creator partnerships.views

Case in 60 seconds

Ray-Ban x Meta needed a global launch route for the Gen 2 Smart Glasses, a product that has to be read as both wearable technology and worn fashion, which makes a single product-led announcement an awkward fit.

The work appears to turn on smart glasses being judged first as something worn in public, because a creator who is also a stylist and musician can carry the product through fashion and culture before it is explained as technology.

22 IMPACT built the launch around one featured creator carried across a multi-part series rather than a single post, so the product could be established as a style-first accessory over repeated exposures.

22 IMPACT secured Tay Moses as featured creator and structured the partnership as a six-part TikTok series blending fashion, technology and youth culture through creator-generated storytelling and lifestyle integration, with global usage, whitelisting, paid media boosting and category exclusivity negotiated and the collaboration managed end to end via agency across social, paid and digital.

22 IMPACT reports 10M impressions across Tay Moses' social channels and Meta's global paid advertising network during the product launch window, and reports the campaign generating 7M+ views.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Youth culture audiences reached through fashion and technology, in the page's terms, across a global market.
Based on the available evidence, the work sits on the gap between how connected eyewear is sold and how it is judged, because a product worn on the face is assessed as style before it is assessed as hardware.
Smart glasses have to be introduced into two categories at once, and the page's framing of the product as a style-first tech accessory suggests the fashion reading was the one at risk rather than the technology reading.
Ray-Ban x Meta appears in the series as something worn inside a creator's existing fashion output rather than as the subject of a product demonstration, with Meta's paid network then extending that material globally.
Based on the available evidence, the six-part structure assumes a product becomes credible through repetition in a familiar feed rather than through one explanation, which is why the deal was built as a series rather than a single execution.

Creative & Execution System

Assets & channels

  • Instagram
  • Meta paid advertising network
  • TikTok

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Tay Moses — creator

Results & Evidence

MetricValueResult type
impressions10M IMPRESSIONSimpressions
viewsGenerating 7M+ views, the campaign positioned the product as a style-first tech accessory while reinforcing our strength in global, multi-part creator partnerships.video_views

Why 22 IMPACT's strategy worked

  1. 1

    A six-part series rather than a single post gives a technology product repeated appearances in one creator's ordinary output, which is what allows a device to settle into a fashion context rather than being announced into it.

  2. 2

    Negotiating whitelisting and paid boosting alongside the organic deal appears to be what separates the reported 10M impressions from the 7M+ views, because the brand's own paid network carries the creator's material beyond the creator's following.

  3. 3

    Category exclusivity matters more in eyewear and wearable technology than in most creator deals, because a stylist creator seen in a competing frame in the same window would undo the association the series was built to establish.

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