All of my life, I had 20/20 vision.
Insignificant as that be, as a kid, it was something that I took a lot of pride in. I remember sitting in the back seat of my parent’s car. We would drive along the highway, and I would read signs in the distance to test my vision. I would even ask my parents if they could read the signs in the distance. They have both worn glasses for as long as I’ve known them. When they couldn’t, I would proudly share with them what it said, because ya know, I could read it.
Fast forward to 2019. I’m two years removed from University, and I work full time at a desk in front of a computer. When I’m not at work, I spend most of my spare time in front of more screens. I either watch sports, scroll on social media, or play video games. Couple this increased volume of screen time with a lifetime of watching tv and sitting as close to the screen as possible, I was beginning to notice a decline in my vision.
*^^^me sometime around 2019*
Fast forward to today, and, shocker, I wear glasses now for distance. Now, even though younger me would likely be very disappointed, older me likes to see, so I’ve gotten used to wearing them, and I don’t think about it very often anymore.
So now that I’ve established my credibility as an expert on wearing glasses, purchasing glasses, and all things vision, let’s talk about how Warby Parker earned my business, and how their social media strategy played a role in doing so.
Buying glasses…Where do I start?
In my experience, buying glasses for the first time was stressful at the beginning, but ultimately, a pretty smooth process.
After getting my prescription, I had to find a pair that fit my style. My considerations when making my purchasing decision were as follows:
- Color 🎨
- I knew I wanted black glasses, but I didn’t know what finish I wanted. Am I a glossy guy? A matte guy?
- Style 😎
- This was my first pair of glasses, so I really had no idea what would look good on me, or match my face if you will.
- Price 💸
- As much as I love designer clothing, my downfall is that I am very clumsy, and often forgetful, so I wasn’t interested in forking over the big dollars for designer frames that I would inevitably break or misplace.
I started doing my research, which naturally included browsing social media for advice and guidance. Throughout this process, I stumbled upon a number of TikTok videos hyping up Warby Parker and their free Home Try-On service.
I decided to check it out and thankfully, they had multiple options in the color of my choice for me to choose from, many of which were within my budget. Once I decided on which pairs I wanted to select, the checkout and shipping process, was a breeze. My five selections were shipped to my door, I picked the pair I liked, and the rest is history.
*^^^me present day*
Since this first purchase, I’ve gone back to purchase a second pair as my prescription got stronger (oyy) and the process has always been smooth ever since my first purchase.
Why does this matter?
Like I said earlier, my anecdote is a prime example of how Warby Parker is able to grow their business using social media as opposed to traditional media practices.
According to research compiled by TheDrum:
“adding an influencer to your campaign can drive a 93% higher engagement rate….and 54% of TikTok users agree that creators posting sponsored content or collaborations with brands on TikTok is what they want to see from brands, while 62% feel it is the best way for a brand to connect with consumers.”
Warby Parker’s strategy revolves around embracing new media. They use social media as a way to engage with their potential customers in a way that would not be possible with traditional media. Leveraging creators to establish brand authority and develop a community has been a pivotal part of their success, and will continue to be moving forward.
Wrap-Up
What did we learn here?
- Warby Parker’s approach to new media is exemplary and more brands should look to them when developing their marketing & social media strategy.
- Creator/Influencer marketing is a viable means to driving demand for retail brands.
- I need to lay off the screen time.
If you’re interested in learning more about Warby Parker’s approach to advertising and marketing, checkout this case study from G & Co.
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Hi John,
What an excellent blog. Tying your experience to connect it to Warby Parker’s social media methods and how it benefited you, created the emotional connection one looks for in whether or not to keep reading or move on.
Your assessment of the elements of Warby Parker’s Social media marketing strategy revolving around embracing new media is exactly how they were able to grow their business. When they initially began, social media was not as prevalent as it is today, nor was the idea of purchasing glasses online and trusting you would receive a pair of glasses that were useful.
Warby Parker’s technique of utilizing user-generated content by allowing customers to share photographs of the eyeglasses they purchased online and give testimonials, allowed the trust between Warby Parker and the consumer to grow. That shared experience overflowed onto the friend networks of Warby Parker’s customers. According to Rogers, user-generated content is perceived as more trustworthy. (Rogers, 2021). This technique still benefits Warby Parker in growing and maintaining their customer loyalty.
Warby Parker’s post of “The sound of crunching leaves > The sound of crunching glasses” is relatable to all people who wear glasses. They connect the time of year, Fall, to the worst fear that people have nightmares about when it comes to glasses: stepping on and breaking them!
References:
Rogers, J. (2021). The Digital Marketing Landscape: Creating a Synergistic Consumer Experience. Business Expert Press, LLC. doi:ISBN-13: 978-1-63742-034-8
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John Yacano | Growth Marketing Professional 
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