Artisan Council

EyeBuyDirect Pride Campaign

Global eyewear retailer EyeBuyDirect partnered with the Trevor Project on a range of rainbow glasses in support of Pride Month. Artisan Council was tasked with creating an impactful influencer campaign that promoted the collection and celebrated the LGBTQ+ community on TikTok.

8.1M

overall video views

2.0M

total engagments

@gabeadams I love seeing through “positivity” colors! @eyebuydirect @trevorproject #EyeBuyDirect #EyewearPride #ad ♬ Same Love (feat. Mary Lambert) - Macklemore & Ryan Lewis

THE VISION

Artisan Council concepted a campaign to celebrate queer makeup artistry, identifying a diverse cohort of LGBTQ+ influencers with hyper-engaged audiences and brilliantly creative content. Using the #EyewearPride hashtag, influencers shared how they wear their Pride; pairing colorful queer makeup looks with rainbow frames to allow their personalities to shine.

After identifying desired outcomes and KPI projections, Artisan Council created a campaign brief for influencers and built out a robust influencer list. We managed all the negotiations and contracting, overseeing the project from conception to execution and ending with robust analysis.

@sugarandspice wearing @eyebuydirect #pride frames in positivity🌈 100% of pride frame sales up to $50k will support @trevorproject #EyeBuyDirect #EyewearPride #ad ♬ When I Grow Up Showmusik Remix - Showmusik Sounds

THE RESULTS

The campaign significantly overperformed on projections, exceeding all expectations. Throughout June, 19 influencers were activated and their content drove an enormous 8.1 million views, as well as driving significant traffic to eCommerce and acquiring followers to EyeBuyDirect’s own TikTok account.

The campaign also garnered two value adds: 2.0M engagements and 7.1M additional organic views.

@antoniiogarza #ad Wearing the ‘Optimism’ frames 🌈 @eyebuydirect donated $50k of the Pride frame sales to support @trevorproject #EyeBuyDirect #EyewearPride #ad ♬ SLAYYY - 😟

TL:DR

In celebration of Pride month, Artisan Council was tasked with creating an impactful influencer campaign that promoted the collection and celebrated the LGBTQ+ community on TikTok for a total of 8.1M views and 2.0M engagements.

@louiecastro #ad Created this look inspired by my @eyebuydirect glasses🏳️‍🌈💜 #EyeBuyDirect has hit their goal of $50,000 to @trevorproject 💛☺️ #EyewearPride #a ♬ original sound - thomas <3
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