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  • Why “Interest Media” Is Reshaping Eyewear Marketing | ClickZ Eyewear Newsletter

Why “Interest Media” Is Reshaping Eyewear Marketing | ClickZ Eyewear Newsletter

PLUS: A$AP Rocky Opened the AWGE Tailor Shop

Author

Zihan Lyu
May 08, 2025 • Estimated Reading Time: 8 minutes

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

Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

 What’s In Focus? 👓

ECOMMERCE INNOVATION

SmartBuyGlasses demonstrates how global expansion can be driven by a rigorous focus on market localization, offering region-specific payment methods, multilingual support, and personalized customer policies that address diverse consumer needs.

For marketing professionals, this case highlights the tangible impact of localized digital experiences and value-added post-purchase services on international growth. The brand’s approach also illustrates the business advantage of investing in charitable partnerships and educational resources.

LUXURY BRAND ACTIVATION

AAP Rocky’s AWGE Tailor Shop pop-up at Jean’s NYC, created in partnership with Ray-Ban, set a new standard in experiential brand activations by merging fashion, nightlife, and luxury customization in a 1940s-themed storefront.

The exclusive debut of the Wayfarer Puffer collection—featuring Italian craftsmanship, gold, diamonds, and limited-edition appeal—drew high-profile attendees, demonstrating the power of immersive, influencer-driven launches to drive cultural relevance and consumer engagement for premium brands.

BEAUTY MARKET TRENDS

Summer 2025 sunglasses trends are defined by bold colors, expressive 70s-inspired aviators, oversized retro-boho silhouettes, versatile ovals, and athletic, futuristic frames, capturing the convergence of nostalgia and sport-driven fashion.

For marketers, these trends highlight consumer desire for individuality and style versatility, offering opportunities to target diverse demographics across price points and style preferences. Recognizing these patterns enables more effective segmentation and messaging in fashion campaigns.

CELEBRITY BRAND PARTNERSHIPS

Elton John’s eyewear collection with Specsavers demonstrates how celebrity collaborations can transform everyday products into aspirational retail opportunities, expanding globally through 2,800-plus Specsavers stores and launching at an accessible price point.

By naming each frame after iconic moments and songs, the collection leverages narrative-driven branding to deepen consumer engagement. Marketers can glean actionable insights into integrating personal storytelling and inclusivity into product positioning to drive mass-market appeal.

WEARABLE INNOVATION

Meta and Ray-Ban’s next-generation smart glasses, launching in late 2025, will introduce three models—classic Wayfarer with enhanced camera and audio, an AR lens variant with discreet overlays, and a fitness-focused version.

For marketers, the significant user growth reported signals expanding opportunities for branded content, data-driven insights, and eCommerce integration within wearables. Monitoring feature announcements will help marketers target early adopters.

Influencer Corner 📢

Visual Rules to make you stop scrolling. | Juan Campdera

Capture your audience's attention? Visual composition isn't just about making things look good, it's about guiding your audience through your message with purpose. These visual principles act as the foundation for powerful communication, helping you arrange elements in a way that’s eye-catching, aesthetic, and legible.

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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