Ray-Ban maintains a clear vision to drive search success during Black Friday

From the signature style of the Wayfarer to the boundless spirit of the Aviator, Ray-Ban frames help define a look. That’s why choosing eyewear takes time. Shoppers browse, compare styles, and come back when one feels perfect for them.

As part of EssilorLuxottica, Ray-Ban brings that same sense of intention to how it approaches growth. Heading into Black Friday, the team focused on the moment when people were still scrolling, saving, and narrowing down options. The goal was to reach new audiences during that discovery phase, then re-engage them through Search ads as intent grew.

To support that shift, their Audience ad campaigns needed to help guide shoppers from early interest through action.

Working with Microsoft Advertising, Ray-Ban put a clear structure in place ahead of Black Friday so the team could focus on acting once traffic increased.

• Mid-funnel reach with intent in mind: Native ads paired with in-market audiences helped Ray-Ban connect with shoppers already exploring fashion and accessories during the pre-Black Friday period.
• Consistent re-engagement: Impression-based remarketing layered onto search campaigns enabled the brand to re-engage shoppers who had previously seen their Native Ads as they returned to compare options, helping move them closer to purchase.
• Phased creative tied to shopping moments: Native and Display assets updated across gift guides, Black Friday, and Cyber Week to reflect how shopper priorities shifted over time.
• Hands-on support throughout: Ongoing guidance and optimization from the Microsoft Advertising team helped keep the test focused and responsive as performance data came in.

With intent guiding each phase, the experience from browsing to buying felt natural.

Positive ROAS in Ray-Ban’s internal tools gave the team confidence to expand investment while demand was building. As a result, Ray-Ban tripled the budget originally allocated to the activation, reaching more high-intent shoppers as competition increased.

A lift study reinforced that momentum: Searches increased by 80% and site visits rose by 15%, showing stronger interest as shoppers moved through consideration.

The outcome also marked a shift in strategy. For the first time, Ray-Ban aligned on shared performance goals for Audience ads, creating a stronger foundation for future testing and collaboration.