One of the most popular summer trends is wearing sunglasses. People love wearing sunglasses to be cool and different. Of course, protecting eyes from the UV rays is also the key point to wear sunglasses.
Tens Sunglasses is unique by having a filter feature on the lens which will let people see the world differently. The ambition of Tens is “to make everyday life look and feel ten times better”.
Image from thecoolector.com
Brief Brand Story:
The idea came from driving through the Highlands in search of sunshine. They joked about being able to brighten the color in front of them. After a long discussion, they thought this idea might be work in sunglasses lens and started this company on Idiegogo in 2014.
Product Unique:
According to the recent interview from 99 Percent Lifestyle, what makes tens so different from competitors is that its signature lens can transform the world around people into a vivid picture. When people wear Tens sunglasses, they can have a totally different experience on the color and clarity. At the same time, it also protects eyesight from harmful UV rays.
One of the key points to market sunglasses is to get a great first impression. Especially nowadays, young people want to look awesome and love to share their cool pictures on social media. When we want to post a photo, the first thing we do now is to filter it until we think the photo is “professional” enough to post.
If a pair of sunglasses can photoshop the view in front of us, how cool it is! It definitely reaches a lot of young customers social needs. They can see the Instagram-style world, and it makes them feel different.
Successful Crowdfunding Campaign
What makes Tens so unique is not only its filter lens but also the way they launch their business and promote their brand.
Instead of writing a complex business plan and raising funds from investors, Tens launched their campaigns through crowdfunding.
Crowdfunding is a method of raising capital through the collective effort of friends, family, customers, and individual investors. This approach taps into the collective efforts of a large pool of individuals—primarily online via social media and crowdfunding platforms—and leverages their networks for greater reach and exposure. (From Fundable “What is Crowdfunding?”)
The innovation of their sunglasses makes the most successful sunglasses crowdfunding campaign ever. According to the Manual, when it launched the first campaign on Indiegogo in 2015, Tens secured over $700k in pre-orders for their classic frame in just 12 weeks, and they shipped 30,000 pairs of its classic frame to over 90 different countries.
Recently, Tens are running a new crowdfunding campaign to promote its Spectachrome Filter Sunglasses.
Spectachrome is new and limited edition lens filter which transports people to an old film. As Tens says, wearing Spectachrome feels like walking into a scene of a sun-bleached 1970’s postcard.
From Spectachrome Crowdfunding Campaign
The key to making its crowdfunding campaign successful is shooting the perfect videoto create a press site that shows the unique feature in a simple way.People can see the difference between Spectachrome and Typical lens directly. Moreover, Tens also worked with a number of key online influencers to promote new sunglasses on social media.
Overall, Tens find a unique way to connect with customers and promote their sunglasses. They make details on the lens and continue to upgrade its feature which delivers a better experience to their customers. The unique experience makes people love this brand!
References:
https://www.indiegogo.com/projects/tens-sunglasses-the-spectachrome-filter#/
https://www.99percentlifestyle.com/interview-with-tens-sunglasses/
https://www.themanual.com/fashion/tens-sunglasses-feature/
https://www.fundable.com/learn/resources/guides/crowdfunding/what-is-crowdfunding
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