CASE STUDY | Ray-Ban
FOR THE REBELLIOUS AT HEART
THE ROUND RAY-BAN CAMPAIGN
Ray-Ban approached The Harvard Crimson with a task rooted in paradox: How do you reintroduce an icon that everyone recognizes, but few truly see?
Round metal frames have been worn by professors, poets, rock stars, ravers, activists, philosophers, the eccentric, the brilliant, and the effortlessly cool. They are instantly recognizable, yet strangely invisible. In an age of fast fashion and algorithmic micro-trends, Ray-Ban wanted to remind a generation overwhelmed by choice that the most timeless shapes are timeless for a reason. With a store located in Harvard Square, our goal was to maximize traffic while drawing attention to round-frame models.
“I bought the Ray-Ban Clubmaster Classics right before move-in, and they’ve basically defined my Harvard look. The vintage design pairs perfectly with all my outfits.”
- Kevin, Class of 2029
So, The Harvard Crimson's Business Board set out to design a campaign centered around Ray-Ban's round frame glasses. Selecting the right advertising products & seamless design work drove the campaign to success.
Ray- Ban's Harvard Square location.
Products Used
How did The Crimson expand Ray-Ban's reach?
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Digital News Displays: The Harvard Crimson now offers premium digital advertising across our news displays in Harvard houses, the Science Center Plaza, and Annenberg Hall. Research shows digital signage drives over 80% recall and outperforms static flyers—making it an ideal way to promote your products, services, and events.
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Email Newsletter: Email newsletter advertising reaches a loyal core audience, making it ideal for promoting events, programs, opportunities, and important deadlines. Our newsletter features breaking news, campus events, and daily dining menus, with content hand-picked by The Crimson newsroom every day.
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Sponsored Instagram Campaign: Social media posts offer the most precise targeting of specific demographic groups within the Harvard community and beyond.
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Sponsored Content Article: The Crimson Brand Studio partners with advertisers to create, publish, and promote custom articles that reflect each client’s goals and engage our audiences. Sponsored pieces use strong storytelling and are carefully edited to ensure quality.
The Results
194,344 Total Impressions
1,500+ Product Link Clicks
All through thecrimson.com
Our campaign didn’t reinvent the glasses.It simply reframed them. Because some icons don’t need explanation. They only need to be seen.
