Zenni Partners With Rashida Jones on 'Eyewear for Every You' Campaign

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NOVATO, Calif.—Zenni has announced a partnership with actress, writer and producer Rashida Jones on the brand’s new “Eyewear for Every You” campaign. The campaign includes a series of vignettes starring Jones and a friend—played by Kara Brown, who also wrote the dialogue for the videos—in which Jones uses the Zenni 3D Virtual Try-On feature and wears Zenni Blokz glasses to protect her eyes from blue light. Currently, the campaign is visible across Zenni’s social media channels, streaming services, in-flight airline magazines, on billboards and in public transportation stations in San Francisco and Chicago. In addition, Zenni brand communications officer Sean Pate told VM that the brand will “evaluate a broader television distribution opportunity in 2020," although there are currently no plans to place billboards in other cities.

Throughout the campaign, customers will be able to purchase from “Rashida’s Picks,” a curated frame collection by Jones. In addition, Zenni’s Virtual 3D Try-On feature will be available for select styles.

In the recent months, Zenni has focused on bulking up their pop culture partnerships. They have partnered with Broadway musical Tootsie and became the official eyewear partner for the San Francisco 49ers, Chicago Bulls and The Golden Guardians. This campaign, Pate told VM, is an opportunity to target “fashion focused consumers” who identify with Jones, as well as “inviting a newer customer who may have yet to shop at Zenni, but would be intrigued by the creative leveraging a popular celebrity persona.”

Zenni’s sales are also remaining strong in 2019, with Pate reporting that they are “trending to over 20% revenue growth and approaching 6 million pairs of glasses sold in 2019.”

Going forward, Pate told VM, “We loved working with Rashida to create the campaign and we’re excited to see the reaction by our current customer and many more new ones. We’ll be working together for the next 12 months and will look at continued ways to develop the relationship as the months go by.”