Carrera, an Italian eyewear brand, launched an Instagram advertising campaign to promote its new interchangeable sunglass frames to millennial and older millennial audiences. The campaign achieved a 41% lift in ad recall and 11% lift in campaign awareness. Carrera created custom visual content for Instagram using video and carousel formats that respected the Instagram community. The campaign reached over 2.9 million people. Carrera's general manager said Instagram allowed them to effectively reach their target audience and drive key branding metrics through tailored, visual content that fits within people's everyday lives on Instagram.

1. THE STORY
Authority in eyewear
Carrera has been creating sunglasses that perfectly balance style with performance for over 50-
years. In September, it continued to innovate as one of Italy’s premium launch partners for the
rollout of Instagram advertising.
41pt
lift in ad recall
11pt
lift in campaign awareness
CARRERACARRERA
Clever creative and respect for the Instagram
community helped this iconic eyewear
manufacturer place its new product front of
mind amongst a targeted millennial and
maturing millennial audience with tailor-made
creative.
View @carrera

2. 2.9 million
people reached
“Instagram allowed us to reach our core target audience and drive significant lift in our main branding
KPIs. Accordingly, we leveraged Instagram’s visual language, using video and carousel format, to
implement creative for our new Carrera Interchangeable campaign. For us it has been crucial to develop
content specifically tailored for Instagram. We don’t want to just advertise, we want to be human and fit
people’s everyday life to leverage the full Instagram potential.”
MASSIMO POZZETTI, GENERAL MANAGER, CARRERA, ITALY
THE GOAL
New sunglasses for a new generation
Carrera wanted to raise awareness of its interchangeable sunglass frames amongst millennial and
maturing millennial audiences. With the new Carrera Interchangeable you can change sunglasses
frames according to your style.

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