Safilo’s Smith & Carrera
Making our client’s sunglasses relevant to a broader segment of consumers.
Safilo sought to drive awareness of eyewear brand Smith as a relevant label beyond the adventure-enthusiast set that had long been its fervent fan base. The company also sought to raise Carrera’s profile as a luxury brand for the most stylish men and women.
A dedicated editor created co-branded stories featuring Smith and Carrera sunglasses across Cosmopolitan, Esquire, ELLE and Popular Mechanics. The editor also used Hearst’s proprietary editorial tools to identify chart-topping editorial stories aligning with the client’s core values and instantly wrapped them with the client’s ads, capitalizing on audience engagement.
The campaign’s stories, featuring compelling people and modern design, yielded extraordinary engagement. ELLE’s “Only 5% of the Pilots in the World Are Women—Meet 3 of Them,” profiling a trio of influencer pilots in Carrera sunglasses, garnered 15K shares and international syndication. Readers spent nearly one minute longer than the norm with “How to Break Out of A Style Rut” and “10 Books to Read by Labor Day,” both integrating Carrera. Cosmo’s “How Instagram Star Renee Hahnel Travels the World For a Living,” integrating Smith, trended as a most-popular story on Chartbeat.