Meta and CJ take the AI eyewear business from zero to a market leader in 12 markets

The Challenge

Enter the competitive AI eyewear category in twelve markets in under a year, against big-spending established players including Luxottica, Logitech and Nintendo, while offering partners just one-third of competitors' base commission rates.

The Strategy

CJ and Meta compensated for rate disadvantages through innovative hybrid compensation structures and recruited hundreds of high-performance partners at live events. Audiences were segmented more precisely than competitors, and AI-powered tools compressed timelines for partner discovery and rapid market expansion.

Execution and Innovation

Full-funnel partner and creative strategies were deployed alongside a global plus local approach that allowed for both scale and market-specific relevance.

Results

46M in affiliate-driven revenue, 183% of goal, delivered in just seven months. All revenue and unit targets shattered across 12 markets.

Judges' Verdict

"A masterclass in global programme transformation, turning a challenging low-commission constraint into a catalyst for strategic innovation."

"Fantastic storytelling, sophisticated use of AI tools and technology-enabled speed to scale across multiple markets simultaneously."