National Sunglasses Day Garners More than Half a Billion Impressions, and Counting

The initial results from National Sunglasses Day 2018 are in! Due to its efforts, The Vision Council has garnered more than 730 million social media, broadcast and online media impressions for National Sunglasses Day, while securing overwhelming industry support and promotions on June 27. Additionally, one of the campaign’s official hashtags #NationalSunglassesDay was trending on Twitter throughout yesterday. Keep scrolling for a preliminary overview of the coverage, and keep in mind because of the extreme flood of coverage, The Vision Council is still actively tracking placements – another impressions update will be shared with the membership next week.

Organic Social Media Placements

The Vision Council distributed a press release via PR Newswire on June 25, while aggressively pitching social media editors at key outlets, encouraging social media coverage of the campaign using the official hashtags #NationalSunglassesDay and #SunglassSelfie. As a result, The Vision Council has garnered more than 206 million social media impressions, thus far via the Instagram and Twitter pages of Kathie Lee Gifford, Jennifer Lopez, Fallon Tonight, “Good Morning America” and the U.S. Secret Service, among many others.

Sponsored Social Media Placements

The Vision Council partnered with fashion-, lifestyle-, health- and sports-focused influencers for sponsored Instagram posts featuring sunwear product from members of The Vision Council, and tagging the official campaign hashtags plus the handle @TheVisionCouncil. Additionally, for the first time ever, The Vision Council partnered with style influencer Dani Austin to “takeover” the Eyecessorize Instagram account on June 27, showcasing how she incorporates member sunwear product into her every day. The results of these sponsored posts are included in the above social media number.

Broadcast Media Placements

The Vision Council secured a national TV segment via “Daytime,” plus regional segments on “KTLA” in Los Angeles, as well as “Good Morning Connecticut” and “CT Style” in Connecticut. Additional organic segments are still being tracked. However, The Vision Council has garnered more than 27 million broadcast media impressions, thus far.

Media Tour Placements

For the second consecutive year, The Vision Council partnered with Marie Claire editor-at-large, “E! News” fashion correspondent and “GlamMasters” judge Zanna Roberts Rassi for a media tour sharing key campaign messaging, along with UV eye health and style tips, ultimately encouraging viewers to wear and purchase UV-protective sunwear. The media tour – which resulted in approximately 24 live and live-to-tape interviews – was strategically filmed on June 13, to allow stations more time to prepare their segments leading up to June 27. The media tour results are still being compiled. As part of The Vision Council’s partnership with Zanna, she also published two sponsored Instagram posts for the occasion.

Online Media Placements

Through The Vision Council’s pitching efforts, National Sunglasses Day was covered via renowned web outlets including,,, and, among many others, garnering more than 504 million online media impressions, thus far.

Industry Placements

Since kicking off National Sunglasses Day 2018 at Vision Expo West in September 2017, The Vision Council has been encouraging the industry at large to promote National Sunglasses Day. Organizations like 20/20 Magazine, Luxottica Group, Babiators, Shwood, Ron’s Optical/I Heart Eyewear and i-deal optics, among many others, offered exclusive online sales incentives for the commemorative date.

Please direct questions regarding National Sunglasses Day and The Vision Council’s efforts to Lindsey Ruhe, The Vision Council’s senior marketing & communications manager, consumer programs.

SILMO Singapore 22-24 April 2024