Case Study
Instagram × Ray-Ban Meta Glasses
The Problem
Instagram was a clear strategic asset for Meta's efforts to scale Ray-Ban Meta Glasses — but it was largely untapped. I led the cross-functional team responsible for improving usability and awareness of the glasses through end-to-end integrations with Instagram.
What I Did
- Shipped a new set of Stories creation tools built specifically for glasses content — owned strategy and end-to-end delivery, including QA, test-metric monitoring, the ship recommendation, and coordinating rollout and product marketing.
- Built a user-generated content attribution system to raise awareness of the glasses — identified and prioritized opportunities, aligned with partner teams, and monitored test results and tradeoffs.
The new glasses-specific tools in the Stories creation flow.
The Result
- Drove a meaningful lift in incremental sales tied to the Ray-Ban Meta Glasses integration.
- Increased sharing of glasses content by X.X%.
From the New Stories Tools reel.