(UGC + Paid Media + Creative Direction + Social Content - Ongoing project)
Overview
Hawkers operates in a saturated eyewear market where style, affordability, and sustainability compete for attention. The challenge: deepen emotional connections with Millennials and Gen Z who value authenticity, while driving sales and gifting behavior.
Hawkers operates in a saturated eyewear market where style, affordability, and sustainability compete for attention. The challenge: deepen emotional connections with Millennials and Gen Z who value authenticity, while driving sales and gifting behavior.
Strategic Concept
Rooted in the insight that experiences are more memorable when shared, the campaign invited users to show their world through Hawkers lenses. Organic UGC fueled virality and brand awareness, while a Buy-One-Get-One paid promotion turned emotional engagement into real purchases.
Rooted in the insight that experiences are more memorable when shared, the campaign invited users to show their world through Hawkers lenses. Organic UGC fueled virality and brand awareness, while a Buy-One-Get-One paid promotion turned emotional engagement into real purchases.
Execution
1. Organic Component – #shareyourview
Users shared their favorite perspectives—landscapes, people, hobbies—through Hawkers lenses or AR filters.
Tiered influencer strategy (macro, micro, nano) combined with Hawkers Crew ambassadors to maximize reach and credibility.
Content focused on storytelling, adventure, sustainability, and everyday life, reflecting brand values.
2. Paid Media – “The View Is Better When Shared”
Buy-One-Get-One offer positioned as a gesture of connection: gift a pair to someone who matters.
Hero cinematic video + social cutdowns integrating UGC and influencer content.
Messaging emphasized authenticity, friendship, and shared style:
“Share your view with your special one(s).”
“The view is better when shared.”
Visual style: portrait-driven, vivid colors, urban touch; yellow tape with #shareyourview as a visual thread.
Sustainability highlighted via durable, giftable eyewear packaging.
Ads / UGC Content (Static):
Ads / UGC Content (Static):
Media Strategy
Social Ads (Meta, TikTok, YouTube) for awareness and conversion.
Display, retargeting, and paid search to capture high-intent users.
Influencer partnerships and Hawkers Crew amplified campaign credibility.
Organic UGC reinforced paid messaging.
Goals & Insights
Increased UGC volume and viral reach through #shareyourview.
Strengthened brand perception as authentic, community-driven, and sustainably-minded.
High engagement and measurable sales lift via gifting promotion.
Influencer participation reinforced social proof and credibility.
Conclusion
“The View Is Better When Shared” successfully blended emotional storytelling, UGC, influencer strategy, and paid activation. The campaign turned Hawkers into a movement celebrating shared perspectives, authenticity, and connection—delivering both cultural impact and business results.
“The View Is Better When Shared” successfully blended emotional storytelling, UGC, influencer strategy, and paid activation. The campaign turned Hawkers into a movement celebrating shared perspectives, authenticity, and connection—delivering both cultural impact and business results.
