OVERVIEW
Zenni Optical partnered with digital creator Tyler Oakley to promote its affordable eyewear and proprietary Try-On technology through a creator-led, multi-platform activation. The campaign leveraged Oakley’s eyewear-forward storytelling across Instagram feed and Stories to drive awareness, engagement, and traffic in a creator-native format aligned with audience expectations.
Creator-Led Brand Awareness Campaign
STRATEGIC SCOPE
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Influencer casting and contract negotiations
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Talent relations and deliverables management
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Campaign execution and content oversight
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Creative alignment with Sony brand guidelines
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Performance tracking and reporting
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FTC and platform compliance
HIGHLIGHTS & LEARNINGS
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Creator-audience alignment – Strong fit between talent and product category produced engagement well above typical eyewear benchmarks.
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Format by funnel stage – In-feed content delivered the highest engagement, while Stories drove stronger click-through behavior, signaling higher conversion intent.
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Creator-led storytelling – Integrating Try-On within lifestyle content increased curiosity and site traffic without overt sales framing.
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Balanced placement mix – Combining static and time-sensitive formats supported awareness, engagement, and downstream demand signals without over-reliance on a single metric.
KPIs
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Reach and impressions
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Engagement rate (ER)
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Click-through rate (CTR) as a leading indicator of conversion intent
OBJECTIVE
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Drive brand awareness and engagement through creator-led storytelling
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Generate traffic to Zenni’s Try-On experience and product pages
DELIVERABLES
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1 Instagram In-Feed Post featuring Zenni eyewear and Try-On integration with a personal style statement.
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1 Instagram Story Series (3-5 Frames) driving direct traffic to Zenni’s Try-On experience and product pages.
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Swipe-up or link sticker CTAs to Zenni’s site
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Brand- and FTC-compliant disclosures across all placements
KEY RESULTS
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372.0K Impressions
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249.4K Reach
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16.2% Engagement rate
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1.2% Click-through rate
TALENT
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Tyler Oakley – digital creator with a strong Gen Z and Millennial audience, known for eyewear-forward and lifestyle-driven content