Having secured a major eyewear partner with our license acquisition strategy, G-Star needed a creative way to generate awareness of their first ever eyewear collection.
It was important for us to stay true to the brand’s identify and create a point of difference while recognizing industry best practices. The brands philosophy of dissecting the “standard” in order to best redefine it was a key driver. The objective was to make G-Star Eyewear synonymous with “a point of difference.” The collection relayed this, so the marketing had to re-enforce it. Next to this, we would use celebrity endorsement to continue the conversation about G-Star Eyewear with the consumer after the initial launch campaign.
Working with the creative team, we decided to launch a Mask Campaign that was unconventional, eye-catching and a commentary on the literal interpretation of eyewear. The unique qualities of the assortment partnered with this unconventional campaign, resulted in the collection launching in only the best boutique eyewear stores globally and promoted awareness of the brand’s unique straight cut eyewear concept.
Continuing the momentum of the launch, we expanding upon the brands apparel collaboration with Afrojack by launching a limited edition frame. The Afrojack X G-Star Limited Edition Eyewear had unique features, came in numbered editions and had special packaging. With this collaboration, we were able to capitalized on both the brands marketing vehicles and on Afrojack’s social media audience (2.7M+ followers). Of the 250 units offered on g-star.com, all were sold out in 6 hours thus affirming the improved awareness of the eyewear product category.