Sunglass Hut: 2015 Summer + Fall
Engaging millennials with a digital retail experience
Business Context: Communicating with Millennials in Their Language
As millennials grew up and developed consumption preferences unique to their generation, retailers had to evolve with them. In 2012, Sunglass Hut, owned by eyewear giant Luxottica, signed 20-year-old model Georgia May Jagger as its global brand ambassador. Having introduced a face that resonated with millennials, it set out to build a digital presence that would engage them online and offline. In the eyes of Fabio D’Angelantonio, President of Sunglass Hut and Chief Marketing Officer at Luxottica, [digital initiatives are] 150 percent relevant and more and more how you get to the core of a customer relationship.”
Campaigns: Electrify Your Summer [2015 Summer] & Punk It Up [2015 Fall]
Fashion and music have always gone hand-in-hand. In May 2015, Sunglass Hut launched the "Electrify Your Summer" campaign, promising shades and beats for every summer moment. It populated its social media feeds with videos and photos of Georgia May Jagger and Chanel Iman, and asked fans to share their own looks using the tag #ElectrifySummer. It also invited guest DJs to share their summer outfits on Pinterest, and summer playlists on Spotify. The fun didn't stop there. The "Electrify Your Summer Tour" took the dance party offline to five cities across the U.S. In New York, the campaign continued on billboards, sides of buildings and buses.
When the weather cooled down in September, it was time to "Punk It Up." The collection drew inspiration from the irreverent, rebellious spirit of punk. Since punk is all about self expression and individuality, the campaign lent itself to partnerships with influential style bloggers who were asked to style up products according to their own interpretations of punk. Meanwhile, in London, the birthplace of some of punk's biggest bands, Sunglass Hut celebrated its first season as principal sponsor of London Fashion Week with customized "Punk It Up" cabs. Fans lucky enough to catch one could snap, share, and even print photos right in the cab.
- To extend the vibrant campaigns to high profile retail locations
- To draw attention to sunglasses featured in the campaigns
- To layer a fun, interactive digital element onto the shopping experience
- To engage millennials in an interactive store experience
Note to Jared: I used your language from KS. Since objectives tend to be similar, please let me know if you prefer for them to be consistent in language or different.
Choosing from hundreds of pairs of sunglasses can be an overwhelming experience. The PERCH Vertical 64 effortlessly guided customers' eyes to products from the featured campaigns. The high visibility, small footprint display was perfect for Sunglass Hut's retail layouts. For "Electrify Your Summer," PERCH brought the beach to participating stores with a campaign video of Georgia May Jagger and Chanel Iman soaking in the sun. When PERCH sensed customers interacting with the display, it released sparks of color, echoing the campaign tagline "Catch the Spark." For "Punk It Up," PERCH demonstrated different interpretations of punk. Each of the three levels featured a different aesthetic and brands. When PERCH sensed customers picking up a product, it cued content articulating that brand's punk identity.
To transition from summer to fall, PERCH refreshed the content remotely from PERCH Cloud, The new "Punk It Up" content was simultaneously pushed to all six participating stores. Once PERCH updated the content, the stores simply changed out the sunglasses for display.
Results / Testimonial
Note to Jared: Please let me know if/when SGH gives permission to include data from the summer campaign.