Vontélle x NVI
Black History MonthNational Vision, one of the largest optical retailers in the U.S., developed an exclusive collection with Black-women-owned eyewear brand Vontélle in 900+ America’s Best Contacts & Eyeglasses stores. The collection, Official by Vontélle, was Vontélle’s first with a national retailer and debuted at a timely moment during Black History Month. The brands wanted to celebrate in a big way.
InsightTo get Vontélle’s eye-catching frames, inspired by the founders' diverse cultural roots, noticed in a crowded market during Black History Month.
ChallengeCreated at Gatesman Agency
Role: Creative Director
We crafted a striking promotional package for Vontélle’s frames and partnered with influencers and celebrities for #TheOfficialUnboxing across media outlets. By combining paid and organic PR, we effectively engaged our audience during Black History Month.
Idea
We contracted four influencers to participate in #TheOfficialUnboxing campaign on Instagram, showing off various styles of the frames to their devoted followers. They also used the opportunity to educate their audience on the importance of regular eye exams.
Influencers and Celebrity
ARIANA DeBOSE
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ACADEMY AWARD WINNING ACTRESS
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ARIANA DeBOSE · ACADEMY AWARD WINNING ACTRESS ·
In coupling our influencer efforts with a multimedia news release, native article and earned media outreach, we ensured our message would be delivered in multiple ways while reaching key secondary audiences, such as optical trades.
Our combined efforts helped make this collection one of the most successful launches America’s Best has had in recent years. Frames quickly sold out online and in stores, demonstrating the impact of the online conversation the campaign generated.
Results211M+
Impressions across paid and organic tactics
3.2K+
Engagements from paid promotions, including 500+ clicks to the website
earned news stories, bolstered by 363 release pickups via the wire.
