The Challenge

Despite having innovative computer glasses designed to combat the symptoms of computer vision syndrome, the company experienced challenges in maintaining media and consumer engagement. Following two years of minimal press coverage, GUNNAR saw decreased sales and diminished brand visibility. To reverse this trend, GUNNAR collaborated with New Era Communications to revitalize its brand messaging, create massive brand awareness and generate interest for key product launches.

New Era Communications aimed to reintroduce GUNNAR and effectively communicate the benefits of its blue light-blocking technology to media and consumers, increasing both visibility and sales. We also supported GUNNAR in launching new products and partnerships, with their marketing team focusing on showcasing collaborations with major brands, including Amazon Studios, Marvel, Ubisoft, and Blizzard. Notable product partnerships resulting from these initiatives included:

• Fallout Vault 33 (March 2024): Launch with Amazon Studios, coinciding with the Fallout TV series.
• Groot Marvel Edition (April 2024): Debut of eco-friendly Arbor Collection featuring Marvel’s Groot.

Overall Strategy

To enhance GUNNAR’s profile, New Era Communications implemented a multi-channel strategy engaging press, podcasts, and influencers in technology, optometry, health, pop culture, and gaming. We generated product reviews, news coverage, and widespread excitement for major launches, including Fallout Vault 33 and Groot Marvel Edition, through focused campaigns promoting licensed partnerships.

GUNNAR was reintroduced to the media through 30 early CES 2024 Digital Showcases, highlighting their latest innovations and partnerships. Thought leadership opportunities for CEO Joe Croft reinforced the company’s credibility, with podcast and health publication appearances explaining the science behind GUNNAR’s products.

The Strategy: Fallout Vault 33

Our objective for the launch of Fallout Vault 33 was to build anticipation, drive pre-orders, and secure impactful media coverage leading up to the premiere of the Fallout live-action TV series.

• We leveraged Fallout’s devoted fanbase by aligning the launch with fan-favorite elements from the franchise and the anticipation for the upcoming live-action TV Series.  
• Our media outreach focused on key outlets familiar with GUNNAR, as well as expanding into optometry, lifestyle, and fashion publications to broaden our audience. 
  • Identify the new outlets we targeted and the response given
• A strategic pre-launch campaign (March 7 – April 3, 2024) featured early announcements, unboxings, reviews, and influencer previews, successfully building anticipation and fueling demand ahead of the official release.

The Strategy: Groot Marvel Edition

To ensure the Groot Marvel Edition stood out to both the press and consumers, we developed a dual-track media strategy targeting:

• Track 1: Gaming, comics, and Marvel-focused
• Track 2: Health, optometry, fashion, lifestyle, and design

Each track received customized embargoed pitches ahead of the April 24 launch, crafted to be engaging, personal, and relationship-driven. We infused humor, Marvel-inspired language, and thematic storytelling to resonate with each target. On launch day, we delivered tailored announcements to each vertical, consistently highlighting what set Groot apart:

• A design inspired by one of Marvel’s most beloved characters
• A sustainability-forward collection made from ethically sourced wood
• A brand with deep roots in gaming, pop culture, and eye health

Fallout Vault 33 x Amazon Studios

By aligning our campaign with the excitement for the Fallout TV series, we positioned Fallout Vault 33 as a coveted collectible, resulting in one of GUNNAR’s most successful launches to date.

• Immediate Sell-Out – The glasses sold out within days on both Amazon and GUNNAR’s website during pre-orders and at launch.
• Sustained Demand – Overwhelming interest prompted GUNNAR to restock and re-release the glasses in August 2024.
• Substantial Sales Impact – By August 2024, over 3,600 units were pre-sold, making this one of GUNNAR’s best-selling releases.
• New Partnerships – The campaign’s success led to a collaboration with IGN, featuring Fallout Vault 33 in the IGN Store Summer Sale and generating additional exposure.

Groot Marvel Edition x Arbor Collection

With eco-conscious storytelling, beloved IP, and a strategic media approach, we helped make the Groot Marvel Edition one of GUNNAR’s fastest-selling and most discussed collaborations.

• Top-tier placements – across gaming, tech, and lifestyle media: Windows Central, XDA Developers, Culturess
• Sell-Out Status – Groot Marvel Edition sold out within days on Amazon and GUNNAR.com, becoming the flagship of GUNNAR’s Arbor Collection and sustainability efforts.
• Marvel Recognition – The campaign’s impact earned recognition from Marvel’s brand team.

Overall Results

Our campaigns for Gunnar Optiks have secured over 1,300 high-profile media placements, garnered 47 billion UVMs, and generated $437 million in advertising value across leading publications in gaming, entertainment, lifestyle, health, and optometry. These results demonstrate New Era Communications’ ability to deliver measurable, high-impact outcomes through creative strategy and storytelling.

Total Placements: 1,359

Total Media Impressions: 47.26 Billion UVMs

Top Placements

• Fandom  (187,167,477 UVMs)
• IGN (40,637,330 UVMs)
• Fox News (39,234,719 UVMs)
• Game Rant (31,497,597 UVMs)
• CNET (21,466,725 UVMs)
• GameSpot (16,527,022 UVMs)
• Billboard (11,123,770 UVMs)
• ComicBook.com (7,666,375 UVMs)
• XDA Developers (6,021,616 UVMs)
• Dexerto (5,456,959 UVMs)
• Yardbarker (5,386,564 UVMs)
• Kotaku (3,244,243 UVMs)
• Windows Central (3,145,110 UVMs)
• T3 (2,383,963 UVMs)
• Pocket Gamer (1,925,229 UVMs)
• Bleeding Cool (1,625,608 UVMs)
• Winter Is Coming (1,003,325 UVMs)