Oakley Increased Brand Favorability by +20 Points by Connecting with Consumers in Active Mindsets

Performance Mindsets, Stronger Brand Impact

of exposed consumers took or intend to take action

80%

point increase in brand favorability

+20

point increase in brand awareness

+17

Challenges

As consumers increasingly expect products to fit every aspect of their lifestyle, Oakley wanted to challenge the perception that performance eyewear and prescription glasses are separate purchases.

Working alongside long-time partner GumGum, Luxottica and Starcom set out to drive awareness for Oakley's prescription offering to consumers already immersed in sport, competition, and active living. The objective was to build consideration among audiences most receptive to the message while driving meaningful engagement and click through performance.

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Methodology & Strategy

GumGum used its Mindset Graph™ to identify moments where consumers were already thinking about athletic performance, movement, and everyday activities where vision plays an important role.

Combined with Oakley's campaign featuring global sports icons Kylian Mbappé and Patrick Mahomes, the strategy connected premium creative with moments where audiences were naturally more receptive to performance-driven messaging. Building on a trusted partnership, GumGum and Luxottica continued to refine how mindset targeting could help Oakley reach consumers with greater relevance.

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Results

By aligning Oakley's prescription offering with consumers already immersed in performance, sports, and active lifestyle mindsets, the campaign successfully strengthened brand perceptions while inspiring audiences to learn more about the brand.

Brand lift results showed meaningful improvements across awareness, familiarity, favorability, and consideration. Combined with Oakley's first campaign using GumGum's In-Screen Velocity unit, the mindset-led strategy delivered the campaign's strongest engagement and response, reinforcing that pairing innovative creative with consumers' interests and intent creates meaningful business impact.
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Finding Luxottica’s Audience

Using GumGum's Mindset Graph™, Oakley expanded beyond traditional prescription eyewear targeting to reach consumers engaging with sports, technology, style, gaming, and other passion-driven content closely connected to active lifestyles.

While sports environments consistently delivered some of the strongest engagement, success came from understanding the broader collection of interests and behaviors that surround performance-minded consumers. By identifying these moments of heightened receptivity, Oakley was able to introduce its prescription offering in contexts where the message felt natural, relevant, and useful.

Audience Engagement

The campaign demonstrated that consumers were most responsive when Oakley's prescription message appeared alongside content that reflected the lifestyles they already aspired to and participated in.

This mindset-first approach helped reinforce Oakley's position as more than a sports eyewear brand, showcasing how performance frames and prescription lenses can work together without compromising style or function. The creative resonated particularly well among Luxottica's key 18 to 34 audiences, while Oakley's first campaign using GumGum's In-Screen Velocity unit emerged as the campaign's top performing activation, demonstrating how relevant messaging and innovative creative can work together to drive stronger engagement.

80%

of exposed consumers took or intend to take action

+20%

point increase in brand favorability

+17%

point increase in brand awareness

+10%

point increase in brand familiarity

With GumGum, we reached consumers in moments that aligned with Oakley's performance-driven identity. Serving our prescription message alongside sports and active lifestyle content enhanced campaign relevance helping us deepen awareness and drive consideration from our target audience.

Danielle Sikowitz

Media Manager, EssilorLuxottica