What it had to solve
Nreal Air launched in the US on 27 September 2022 — sunglasses-shaped, 79g, $379, compatible with Android, iOS, MacOS and most streaming platforms and consoles — and had to move consumers from awareness to purchase on Nreal's newly launched Amazon page.
The idea
Skip spec talk: put the glasses with reviewers known for honest in-depth tests, each free to pitch everyday uses — a 201-inch pocket screen, a travel multi-screen.
How it works
Eleven International, Nreal's long-term communications partner, lined up 35+ YouTube and Twitter influencers known for in-depth, honest reviews; each had creative freedom to frame the glasses for their audience — movies on a 201-inch virtual screen, a multi-screen setup smaller than a MacBook, a Steam Deck display — with an individual attribution link tracking each creator's contribution.
What it did
The reviews amassed 17M+ views; the go-to-market campaign beat Nreal's sales target by 130%, sold out the first batch within nine days, and Nreal hit #1 smartphone-connected product on Amazon (figures self-reported by the agency on LBB).
Background
Nreal launched its Air AR glasses in the US on 27 September 2022: sunglasses-shaped, 79 grams, $379, compatible with Android, iOS, MacOS and virtually every streaming platform and game console. The catch, as the brand's communications partner Eleven International tells it on LBB, was that being early to market meant doing all the audience education itself — no Apple or Google headset had readied the mass consumer market.
The consideration-stage answer was influencer reviews. Eleven International lined up 35-plus YouTube and Twitter reviewers known for in-depth, honest testing, and instead of strip-downs or unboxings pitched everyday use cases: a 201-inch screen that fits in your pocket for film and TV fans, a multi-screen setup smaller than a MacBook for people always on the road, a display upgrade for Steam Deck players. Each creator kept creative freedom to make content relevant to their own audience, and each got an individual attribution link so their contribution to the campaign could be tracked.
The reviews funnelled buyers to Nreal's Amazon page, where, per the agency, the launch beat Nreal's sales target by 130%, sold out the first batch of units within nine days, and put Nreal in pole position as the #1 smartphone-connected product on Amazon.
Why it lands
For a category no one has mainstreamed yet, education is the real marketing job — and reviews do it with credibility ads cannot.
Giving creators freedom over their own use cases buys relevance in every niche at once: film fans, travellers, gamers.
Individual attribution links turn a brand-awareness play into a measurable funnel from view to purchase.
What you can take
When nobody knows what your product is for, stop describing it and borrow trusted reviewers: everyday use cases from voices buyers already trust educate a market faster than any spec sheet.
Since then
Eleven International published the case on LBB in January 2023; no figures beyond the agency's own were released.
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