Warby Parker’s story is like a tale of innovation and social media superpowers. They shook up the world of eyeglasses by doing things differently, making customers feel comfy, and being kind to the world. This story isn’t just about selling glasses; it’s about how social media was used to make magic happen. So, grab your popcorn and let’s dive in!
Back in 2010, four pals at the Wharton School of the University of Pennsylvania—Neil, Andrew, David, and Jeffrey—had a lightbulb moment. They realized that getting glasses was a big pain. The costs were high, booking an eye doctor appointment was a hassle, and going to try on frames meant a long trip, especially for folks living far away. The old way of doing things just wasn’t working for everyone. So, they decided to flip the script and started Warby Parker with a tiny $2500 seed of cash.
Warby Parker’s secret sauce was their unique approach. Instead of fancy showrooms or selling other brands’ glasses, they decided to design their own glasses and sell them straight to customers online. This move made glasses more affordable, but it also left some folks scratching their heads. People weren’t used to buying glasses online. They worried about the quality and the risk of getting the wrong ones.
To ease these worries, Warby Parker introduced the “Home Try-On Campaign.” It’s like a glasses fashion show at home! You could order five pairs of glasses online, try them on for free, and send back the ones that didn’t make you look awesome, all without spending a dime. This made buying glasses online less scary and much more personal.
But that’s not all—Warby Parker aced social media. They didn’t just talk at customers; they talked with them. They replied to comments and got folks to share their stories. The Home Try-On Campaign got people posting pictures of themselves in cool frames on Facebook, Twitter, and Instagram. It was like a glasses party online! Customers who did this bought glasses at double the rate of those who didn’t.
Warby Parker didn’t stop at selling glasses; they also shared useful stuff about eyeglasses on social media. They made YouTube videos with expert tips, so customers felt like they were getting the inside scoop. This made their online presence feel helpful and friendly.
But here’s the icing on the cake: Warby Parker didn’t just care about selling glasses. They cared about helping others too. They teamed up with VisionSpring and promised to give a pair of glasses to someone in need for every pair they sold. This made customers feel extra good about buying their glasses.
So, what can we learn from Warby Parker? Well, they proved that you can change an industry by thinking outside the box and using social media as a superpower. They made buying glasses online a breeze, created a friendly community, and showed that businesses can do good in the world. Warby Parker’s story is a lesson for anyone looking to use social media not just for marketing but also for making customers happy and building lasting connections.
Lacey,
Great post on the Warby Parker business model and how they are able to use social media to their advantage! I like the way you systematically took the topics and explained them in your post. This is exactly how I worked on my blog post. Starting with the real-life problem, finding an innovative solution, courageous execution, and finally, implementation for social media on a larger scale, Warby parker seemed to have all the answers when it comes to social media marketing. There are perhaps very few organizations where social media has been so closely intertwined in company strategic goals.
You have rightly highlighted in your post the specific areas where the company aced the social media. First was creating an active social community of users who not just use your product but also promote them further via word of mouth (WOM) or through User Generated Content (pictures & videos). As you quoted, The company didn’t just talk at their customers but talk with them. The social media communication strategy of the company leads to active participation from the users and more brand involvement. This direct communication creates meaningful and personalized transactional communication that leads to brand loyalty (Shandrow, 2013). Second was using social media for social good. “Buy a pair, give a pair” is one of the most successful campaigns for far. As I last checked on Warby Parker website, the company has donated more than 13 million pairs of glasses to those in need till date. Clearly the campaign is working, and people are joining.
And finally, lessons learned from Warby Parker case study are to the point. Using innovative solutions, using social media to build communities and earn loyalty and adopting a social cause that people can join in, are some of pointers that others should follow.
Keep up the great work Lacey!
References:
Shandrow, K.L. (2013) 3 innovative ways startups are driving results over social media,
http://www.entrepreneur.com/article/227399