Warby Parker: A Social Media Success Story in Eyewear Disruption

In 2010, four Wharton School students had revolutionized the eyewear industry with a disruptive business model. Warby Parker, born out of frustration with the high costs and inconvenience associated with the traditional eyeglass purchasing process, employed a unique strategy that utilized social media to challenge existing narratives and build brand loyalty.

Online Distribution and Home Try-On Campaign:

Warby Parker's departure from traditional retail involved a focus on online distribution and in-house design, substantially lowering eyeglass costs. To address customer skepticism about purchasing eyeglasses online, the company introduced the "Home Try-On Campaign." This initiative allowed customers to order five pairs for free, try them on at home, and choose the perfect pair, mitigating concerns about online purchases.

Transactional Communication and User-Generated Content:

Social media played a pivotal role in Warby Parker's success by fostering transactional communication. The company actively engaged with customers on platforms like Facebook, Twitter, and Instagram, responding to comments and encouraging user-generated content. This approach personalized the customer experience and utilized social proof, with customers posting pictures of themselves in frames buying at twice the rate of those who didn't.

Information Dissemination and Socially Conscious Marketing:

Beyond selling eyeglasses, Warby Parker leveraged social media to provide valuable information, creating YouTube videos and offering expert advice on eyewear. Additionally, the company embraced a socially conscious business strategy, partnering with VisionSpring to donate a pair of glasses for each purchase. This not only contributed to a social cause but also gave customers a positive narrative to share within their social networks.

Discussion Questions:

1. Alternative Business Models through Social Media:** How did social media technology enable Warby Parker to establish an alternative business model for selling eyeglasses, and what challenges might the company have faced in a traditional media environment?

2. Transactional Communication: In what ways is Warby Parker using social media to promote transactional communication with customers instead of traditional linear advertising? How does user-generated content contribute to this process?

3. Reducing Dissonance and Socially Conscious Strategy:What elements of Warby Parker's social media marketing strategy help reduce dissonance for consumers considering switching eyeglass brands? How does the socially conscious business strategy contribute to an alternative narrative shared within consumers' social networks?

Key Takeaways

1. Shift from Linear to Transactional Communication:

The case of Warby Parker underscores the shift from linear communication to transactional engagement facilitated by social media, allowing businesses to interact with audiences more personally.

2. Behavior Change Through Social Media:

Marketers are turning to behavior change theory, leveraging social media to understand consumer lifestyles and experiences, ultimately transforming customers into long-term brand advocates.

3. Engaging in Dialogue for Relationship Building:

Successful social media marketing involves engaging in dialogue, reinforcing positive interactions, and building lasting relationships with customers, thereby increasing brand loyalty.

4. Social Media as an Information Dissemination Tool:

 Beyond promotional content, social media serves as a powerful tool for disseminating valuable information and addressing consumer needs, contributing to a holistic marketing strategy.