For decades, Elton John’s frames have defined his look. So when we partnered up with Walmart and Sam’s Club to launch Elton’s brand new eyewear line, we did the one thing we knew would spark the most conversation: take his glasses away. We had Elton himself post a series of iconic photos sans glasses to his social channels, generating an immense amount of fan speculation and buzz before the partnership was even revealed. Finally, on launch day, fans were ecstatic to find out the reason behind the mysterious posts: Elton John Eyewear had finally arrived, exclusively at Walmart and Sam’s Club. This new collaboration makes stylish, affordable eyewear accessible to anyone and everyone. Not only was each frame inspired by Elton John’s personal collection, but they were all given a distinctive name by him, based on milestones in his decades-long career. The partnership also includes a philanthropic angle: Walmart pledged to donate an annual minimum of $1 million in revenue from the collection to the Elton John AIDS Foundation. Results came in with a staggering 850M total impressions within 30 days across Instagram, Twitter, Facebook, YouTube, and TikTok. The campaign unfolded with a tagline for the new brand: “Look Yourself,” which celebrates Elton’s legacy of self-expression and highlights unique individuals across the country feeling and looking themselves in their frames.