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Case Study: Warby Parker

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Monica Fernandez

on 29 October 2013

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Transcript of Case Study: Warby Parker

Case Study: Warby Parker

Background Information
Corporate Communications:
Warby Parker Stakeholders
"Treat our customers the way we want to be treated."
Virtual Try-On/Home-try on Program
Social Media Innovation:
Encouraging User-generated content to drive brand awareness.
How They Do It
Example of Innovative Instagram Marketing: #warbywalk
Warby Parker Class Trip:
1. Home Try-On Campaign
“Founded with a rebellious spirit and a lofty objective: to create boutique-quality, classically crafted eyewear at a revolutionary price point.”
Mission Statement
1. Neil Blumenthal
Former Director of non-profit VisionSpring

2. Andrew Hunt
Studied eyewear design in over 40 countries

3. Jeffrey Raider
Spiritual leader of Warby Parker

4. David Gilboa
Business development and strategic planning
Meet the Founders
Business Model:
"Buy a pair, give a pair"
2. Employees:
Open, fun work environment
Monthly informal feedback session
Quarterly 360 reviews
3. Communities in Need:
Buy a pair, give a pair program
Sponsor local little league teams

4. Environment:
One of the only carbon-neutral eyewear brands
Certified B Corporation
By: Monica Fernandez
PR 505
Professor Miller
Founded in February 2010
How They Do It

1. Creation of their own designs
2. Sell directly to the consumer
"5 days, 5 pairs, 100% free
Strategy: Customers get feedback from opinions off of social media posts>> Generates a positive social buzz around Warby
1. Tickets were sold out

2. 678 photos were taken measured by the hashtag

3. Twitter account filled with positive feedack from the participants

*Creating an army of voluntary endorsers
Touring the nation to bring showroom experience to life

Complete with all Warby Parker related items with them:

Team of eyewear specialists
Full Selection of optical and sunwear
Social Media Platforms
What are the professionals thinking?
How did the company translate this engagement into sales?
Over 50% of sales were driven by word of mouth alone

To date: Warby Parker has given away 500,000 pairs of glasses
"Don't view social media as just another way to push your marketing message. Think of Facebook, Instagram and Twitter as critical customer service getaways and take the time to respond to each and every costumer who reaches out to you there. Each comment, photo, and tweet gives you an opening to directly communicate with them on a meaningful, personalized basis that encourages brand loyalty."-David Gilboa
Full transcript