A CELEBRITY=POWERED STYLE DROP: KEKE PALMER X ZENNI TURNS CULTURAL RELEVANCE INTO RETAIL RESULTS.
THE CHALLENGE /
Zenni Optical had built a strong reputation for affordability and functionality in the eyewear space but lacked traction with younger audiences. The brand needed to evolve from being seen as budget-friendly utility into a stylish, expressive accessory. The goal: shift perception, build cultural relevance, and drive product demand among fashion-forward, self-expressive Gen Z consumers.
THE STRATEGY /
For Gen Z, glasses aren't just for seeing—they're key to self-expression through individuality, flexibility, and authenticity. Instead of presenting glasses as one fixed look, we highlighted their ability to match different moods, styles, and identities. Keke Palmer, a multi-talented performer known for bold style, creativity, and authenticity, embodied this spirit perfectly. We created a campaign that supports who you are and who you want to be, any day of the week.
THE BIG IDEA / FIND YOUR FRAME OF MIND
The concept showcased four distinct Keke personalities: Day-Off Keke, Down-to-Business Keke, Vintage-Vogue Keke, and I-Do-It-My-Way Keke. Each persona resonated with different facets of the consumer's personality, making eyewear a medium for storytelling and self-expression. From carefree to corporate, vintage to unapologetically individual, each story empowered wearers to discover their unique style through looks that fit their lifestyle, mindset, and moment.
CAMPAIGN ECOSYSTEM /
We activated through a multi-channel approach including out-of-home, digital advertising, owned channels, retail, and targeted paid media. The year-long campaign told relevant stories showing that one person can embody multiple styles and moods through the simple act of switching frames.
RESULTS /
→ Site traffic skewed heavily toward new users (66%)
→ Organic social generated 689K interactions and plays
→ Strong paid social ROAS: 3.74 on TikTok, 7.44 on Snapchat
→ Lifestyle imagery outperformed product shots, driving 77% higher impressions on Pinterest
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