One Size is Too Small: Social Media Marketing

Have you ever found yourself going through the motions and had a gnawing idea that there has to be a better way? Well, classmates at the Wharton School of the University of Pennsylvania had become very unhappy with the options available to them for prescription eyeglasses, and chose to do something about it.

Our customers, employees, community and environment are our stakeholders. We consider them in every decision that we make. - Warby Parker

In order to circumvent the industry dominated supplier of eyeglasses, Warby Parker knew they had to go about it differently. Their version differently turned out to be a direct to consumer sales approach.

The idea was novice, yet necessary, and the four founding members of Warby Parker were on board to rock the boat, but how do they connect with their consumers?

Social Media

One of the most surefire ways to find yourself in the homes and lives of your consumers, without even having to ask, is by getting yourself on their For You Page or Twitter Feed.

The radical shift to favor mobile over an in-store or online shopping experience makes sense when you consider that 79% of consumers use their phones to shop online.

Warby Parker engaged their target customer base with ads in magazines such as GQ and Vogue, but the magic came to keeping them. With a social mission of "Buy a Pair, Give a Pair", the consumer base targeted by Warby Parker's PR team couldn't look away (especially now that they could see better).

Visibility and user generated content is encouraged and sought after with a ferocious hunger. Not only ease of use, but overall convenience, is what set Warby Parker apart from the rest. The Home Try-On Kit allows consumers to try on a pair of eyeglasses and send the remainder back at no cost to them. This may not seem like a business breaking option, but for those who would had otherwise went weeks to months without eyeglasses, it's life-changing.