Case Study: Sunglass Hut boosts engagement and social reach with Backlash's Covent Garden pop-up

Sunglass Hut boosts engagement with Backlash as 86% of visitors join Covent Garden Glambot experience

Sunglass Hut, a global retailer of sunglasses and accessories, engaged Backlash to bring its "Own Your Moment" campaign to life through a two-week pop-up activation in London's Covent Garden. The challenge was to create an experiential event that highlighted the campaign's core message: that sunglasses transform both the wearer's perception and how they are perceived by others.

Backlash created an immersive pop-up experience that included a curated sunglasses collection, complimentary gelato, and a DJ set by Melanie C. The centerpiece was a runway where guests could model frames; a Glambot captured their moment and displayed it on a giant LED cube. This solution delivered strong results, with 4,204 consumers engaging and signing up for the mailing list. The Glambot was a standout, with 86% of visitors participating, and the activation generated 1,202 social video shares, significantly extending its reach.

Sunglass Hut