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Ray-Ban Names A$AP Rocky as First Creative Director | ClickZ Eyewear Newsletter

PLUS: What brands and creators expect from a partnership

Author

Zihan Lyu
February 27, 2025 • Estimated Reading Time: 8 minutes

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Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

 What’s In Focus? 👓

INDUSTRY INNOVATIONS

Ray-Ban's strategic appointment of AAP Rocky as their inaugural creative director represents a bold step in aligning eyewear innovation with cultural trends. By leading creative projects, marketing campaigns, and store redesigns, his diverse artistic endeavors promise to integrate seamlessly into Ray-Ban’s digital commerce strategy, balancing fashion-forwardness with industry compliance.

EYEWEAR INNOVATIONS 2025

In 2025, chunky jewelry and trendy eyewear capture consumer attention, with '80s and '90s nostalgia driving demand for oversized, retro frames. Silver accessories and customizable charm bars appeal to evolving tastes. These trends present opportunities for digital marketing professionals in the eyewear industry.

INNOVATIVE EYEWEAR TECH

Ray-Bans' Meta AI glasses fuse fashion with pioneering technology, showcasing potential for digital commerce in eyewear. These glasses offer a strategic edge with immersive, on-the-go experiences while navigating tech glitches. They exemplify innovative solutions crucial for optimizing digital strategies, marking a shift in melding fashion with user interaction.

AI EYEWEAR STRATEGIES

AI-enhanced eyewear by Von Miller and GlassesUSA.com harmonizes sports culture with AI innovation, featuring distinct styles and contemporary colorways.

Leveraging AI-driven Pairfect Match technology for bespoke frames, this illustrates a growing trend of athlete-inspired fashion lines and eCommerce enhancements via virtual try-on tools, pivotal for digital commerce optimization within eyewear.

OMNICHANNEL INNOVATION

Sunglass Hut transforms omnichannel strategies by intertwining digital innovation with physical retail to meet dynamic consumer demands. Leveraging virtual try-on tools and a multifaceted loyalty program, they redefine engagement across eCommerce and storefronts. This strategic synergy fosters a seamless customer experience and offers substantial insights for refining digital commerce in eyewear.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Performance Pulse 📈

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"

DIGITAL MARKETING EVOLUTION

The seismic shift in advertising is unlocking new avenues through AI-driven, hyper-personalized strategies, as highlighted by JGroup's Imad Jomaa. Embracing AI, big data, and automation enables brands to craft predictive, tailored experiences that optimize ad spend and elevate consumer engagement.

ECOMMERCE INNOVATION

Amazon's AI-driven advertising platform is transforming how brands engage consumers in eCommerce. Innovations like automated bid adjustments, data-driven keyword targeting, and predictive budget allocation boost ad spend efficiency. As AI advances, ethical considerations remain. Yet, marketers who embrace these tools can significantly enhance brand presence and consumer engagement by 2025.

DIGITAL BRAND STRATEGY

The creator economy's evolution offers valuable lessons amid TikTok's volatility. Influencer marketing is set for growth, as creators pursue impactful feedback and enduring brand alliances. Diversification across platforms is essential, fostering resilience and innovation. Anticipate AI's increasing significance in campaign strategies, optimizing brand integration and engagement opportunities in digital landscapes.

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📍 Seattle, Washington, USA

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