How does the Warby Parker brand utilize social media to achieve its mission?
Generally speaking, when it comes to choosing a piece of metal/plastic to display on my face for the entire world to see, the purchase decision tends to be difficult for me.
Just a few months ago I was browsing for a pair of eyeglasses and it still took me at least 30 minutes to decide, even when my vision insurance was covering the full cost.
Imagine how long it would have taken me if I was personally paying upwards of $100-$300??
I didn’t like feeling rushed, and I ended up leaving the eye doctor feeling like I settled on a pair due to the pressure.
Warby Parker sought to change this experience that many people feel when shopping for the perfect pair of glasses. The company’s mission? “to inspire and impact the world with vision, purpose, and style”.
Since 2010, the venture has grown from a $2500 seed investment to a company that conveniently provides quality glasses and contacts to everyday people at an affordable cost.
With their “Try-at-Home” Campaign, consumers are able to order 5 pairs of glasses straight to their house (free-of-charge) to try the product on in the comfort of their own homes.
No more pushy sales people who don’t care about how your glasses look on you!
Screenshot of warbyparker.com home page
Warby Parker is now a well-known brand, in part due to their social media presence and supplemental digital marketing campaigns.
Consumers are urged to share their experiences within their digital communities. Meanwhile, Warby Parker uses social media as a customer service and communication tool to interact with its customers.
Included in the eyeglasses company’s mission was the goal to give back to society. This is why they partnered up with VisionSpring to provide a pair of eyeglasses to someone in need every time a customer bought their own pair.
Warby Parker uses social media as a tool to reach their social responsibility goals. On Facebook, they recently posted about their “Buy a Pair, Give a Pair” program, their new recycling program, and the Pupils Project Program, as reported in their 2022 Impact Report.
However, they also use social media to promote the their products.
Photo from Warby Parker’s Facebook Page
Photo from Aaron Lowell Denton’s Instagram @aaronlowell
Warby Parker’s Instagram is used as a less formal “collage” that really portrays the brands personality and brand aesthetic.
From the a lighthearted collaboration reel with Jimmy Fallon to a beautiful and funky mural by Aaron Lowell Denton at one of Warby Parker’s store locations in Carmel, Indiana, Warby Parker seeks to create a “persona” of sorts.
If I were to assume that Warby Parker was a human, I’d say they are a carefree, trendy, upbeat person.
Now back to the narrative – How do we know Warby Parker has been successful in pursuing mission? Well, just look at who is engaging with its content.
Photos from Warby Parker’s Facebook Page
An audience analysis is a great way to find out who your consumers are and what they really think of your products. Reposting user-generated content can also support your brand’s message.
Warby Parker reposts user-generated content to reinforce their positive and quirky image among glasses buyers.
So, Warby Parker uses social media to promote it’s social responsibility, show off is stylish products, emphasize it’s sense of humor humor, and last but not least, tell the “story” behind the brand.
What are your thoughts on this strategy?
Is Warby Parker doing so much that its mission gets lost in the digital translation? Or have they curated pages that are representive their brand identity?
Just a Social Girl 