Launched in Italy in 2021, Ray-Ban Stories were the first smart glasses by Facebook and EssilorLuxottica. Featuring iconic design and cutting-edge technology, they allow users to take photos, record videos, share adventures on social media, listen to music, or answer calls in an entirely new way.

Strategy: a multichannel press launch (print, online, radio, and TV). In parallel, we organized product trial sessions with vertical press outlets to secure reviews from tech magazines. Over the following months, we leveraged key moments of the year (Valentine’s Day, Father’s Day, Easter, Christmas) to pitch the product to lifestyle/consumer publications. These efforts led to its inclusion in numerous thematic galleries, significantly boosting media visibility.