Warby Parker Case Study
If you wear glasses of any kind, then you know how expensive and inconvenient it can be to not only the perfect pair, but also a pair that looks good and fits your personality. Whenever my friends and I need prescription eyeglasses or sunglasses, the first place we turn to is Warby Parker for their stylish designer frames sold at a low cost.
Read more: MKT 555 Blog PostsThe Warby Parker case study in Strategic Social Media: From Marketing to Social Change details how the company got its start, why they are so popular amongst consumers, and how the company utilizes social media to engage with its customers. In 2010, students at Wharton School of the University of Pennsylvania were unsatisfied with the style of options for prescription eyeglasses and its cost. Through a “$2500 program seed investment,” the students launched the glass retailer, now known as Warby Parker.
What exactly is it that makes Warby Parker different from its competitors? For starters, the company’s business model mainly focuses on online distribution. Warby Parker has cut out third party distributors by manufacturing and selling its products in house rather than to numerous showrooms. They have given their customers an alternative and unique way into purchasing eyeglasses by allowing them to pick five pairs of glasses to try, pick the best one, and ship the others back free of charge in their “Home Try-On Campaign.”
Warby Parker’s Social Media Strategy
More than 90% of adults are on some platform of social media (Blunt, 2018). According to socialmediatoday.com, a good social media strategy encompasses several elements to effectively engage audiences to include goal setting, producing content, choosing your platforms, and a strategy to attract potential customers.
In using social media, Warby Parker regularly posts user-generated content of their customers wearing its products on Facebook, Twitter, and Instagram. This marketing strategy allows its customers to feel as if they are a part of the brand and that their purchase matters to the brand (outside of financial gain). More brands are noting that with a world that’s highly digitized, consumers are more likely to purchase products when they can see reviews that they can trust.
Warby Parker also uses social media sites such as YouTube and Twitter to inform its audiences about upcoming seasonal launches and offers their expert advice on select frames and what type of frames look best on certain face shapes and more. Their social media pages also offer an insight behind the scenes of how Warby Parker eyeglasses are made and other reviews from customers.
The case study also explored how Warby Parker uses its brand for good. Along with the company VisionSpring, an enterprise that provides vision screening and eyeglasses, Warby Parker has been able to donate over 500,000 pairs of glasses to individuals in need. With every pair of Warby Parker glasses bought, one pair of glasses is given away.
Want to check out some of the stylish glasses Warby Parker has to offer? Check out their website to grab you a pair today!
References
Home try-on. Warby Parker. (n.d.). https://www.warbyparker.com/home-try-on
YouTube. (2021, July 20). What goes into a pair of our glasses | warby parker. YouTube. https://www.youtube.com/watch?v=2Tj7b75MUmk
https://www.instagram.com/warbyparker/
byroidyamparo, P. (2022, January 17). Warby Parker: Seeing the world differently. Paradise from my Eyes. https://roidyamparo.wordpress.com/2022/01/14/warby-parker-seeing-the-world-differently/
Yahoo! (n.d.). Warby Parker continues to gain share, search for profits. Yahoo! https://www.yahoo.com/video/warby-parker-continues-gain-share-192736518.html
MAHONEY, L. M. (2023). Strategic social media: From marketing to social change Chapter 1. WILEY-BLACKWELL.
Blunt, W. (2018, March 8). 9 key elements of an effective social media marketing strategy, and how to establish them. Social Media Today. https://www.socialmediatoday.com/news/9-key-elements-of-an-effective-social-media-marketing-strategy-and-how-to/518639/
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