Ray-Ban Meta — Building an Audience From Zero

When Ray-Ban Meta launched, there was no existing audience to speak to. The challenge was not volume. It was discovery. The solution was a layered content system designed to introduce the product from multiple angles, each tailored to how people naturally engage across platforms. Rather than leaning on traditional launch messaging, the work focused on showing possibility. The first layer used carefully curated UGC-style footage, edited with intention and restraint, allowing the glasses to feel aspirational, accessible, and native to social feeds. The goal was to spark curiosity without explanation. The second layer shifted to docu-style storytelling, following real people using the product in real moments. These films grounded the technology emotionally, showing how the glasses fit into everyday life rather than positioning them as a gadget. The third layer was a straightforward, honest product review. Clear, informative, and practical, it addressed questions that naturally surfaced once interest had been established.

Each layer was released organically on different platforms, timed to build momentum rather than peak all at once. Together, the system created a surge of interest by meeting audiences where they were, at the moment they were ready for it. This approach was not about launching a product loudly. It was about earning attention gradually, then sustaining it.