WARBY PARKER 2017 ADVERTISING CAMPAIGN | VICTORIA WALENGA
CONTENTS Executive Summary………………………..…..4 Objective……………………………………..….5 The Product…………………………………..…7 Competitive Analysis…………………..……..12 Target Auience………………………………..14 Research Overview……………………...……16 Creative Tactics……………………………….21 Resources………………………………..........37
EXECUTIVE SUMMARY The purpose of this campaign is to ultimately increase online sales, social media engagement, and decrease online eyewear skepticism. Warby Parker is an American eyewear brand who creates frames and accessories for both men and women. As mentioned in their mission statement, Warby Parkerâ€™s mission is to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.â€? This campaign serves to further recommend strategies and tactics in order to increase their overall awareness and sales by December 2018. Doing so, it is recommended the client focuses on dismantling the skepticism with purchasing eyewear online. The clientâ€™s target public includes men and women between the ages of 17 and 34. The secondary and primary research draws attention to the need of dismantling the negative perceptions of purchasing glasses online. This campaign will provide detailed objectives, strategies, and tactics to be used by the client in order to satisfy the main campaign goal.
OBJECTIVES Increase online sales 20% by December 2018 Increase all social media engagement 30% by December 2018 Decrease online eyewear skepticism 15% by December 2018
HISTORY The four founders, Andy Hunt, Niel Blumenthal, David Gilboa, and Jeff Raider met while attending The University of Philadelphia. The inspiration for Warby Parker blossomed from a problem Hunt ran into when he was in graduate school. He accidentally misplaced his glasses while on a camping trip with some friends. Since they were expensive to replace, Hunt suffered through months of squinting in class and struggling to read. The founders figured they werenâ€™t the only consumers who were suffering from the high inflation of eyewear prices. They decided to create Warby Parker â€“ which would cut out any middlemen and focus on providing the lowest cost for consumers.
Each pair of glasses is manufactured in-house using inspiration from around the world. The in-house designers put together prototypes using colors and designs that are different than the â€œnorm.â€? Each pair of glasses is created using custom single-sheet cellulose acetate sourced from a small Italian family-run factory. The acetate frames are then hand polished and ready to be sent off.
Warby Parker was created out of determination to provide an alternative for those who have to purchase glasses to see. Since the eyewear industry is dominated by a single company, they are able to keep prices high to increase profits. Warby Parker challenged this paradigm by creating glasses in-house. They gathered psychographic data, and overall, had a goal of bringing the price of high-quality glasses down.
Since 15% of the world’s population doesn’t have access to proper eyewear and vision services, Warby Parker has partnered with nonprofits such as VisionSpring. Together, they work towards providing these services to those in need – because everyone has the right to see.
COMPETITIVE ANALYSIS Zenni optical provides affordable glasses (starting at $6.95) with around 1,900 different styles, colors, and shapes to choose from. With that many options, there is a frame for everyone. From a middle school student to a grandparent, Zenni will have something for you. One of the biggest complaints about Zenni is that they don’t have a home try-on feature, rather, you can upload a photo of yourself to the website to see how the glasses would look. With that being said, it leaves a lot of room for “surprises.”
EyeBuyDirect provides “discounted” glasses (starting at $6) with a large selection of styles and colors for everyone. They don’t have a home tryon program, but, similar to Zenni Optical, you can upload a photo to see what the glasses would look like before purchasing. EyeBuyDirect also releases coupons frequently making it more affordable for consumers.
Glasses USA provides over 2,000 different pairs of glasses, from over 50 different designers. Similar to the others, they donâ€™t offer a home try-on program, but you can upload a photo of yourself to see how they would look before purchasing. They provide a one year warranty for all frames and have a price guarantee.
THE MINIMALISTIC HIPSTER The art school graduate who appreciates minimalistic and creative design but also wants to stand out in the never ending sea of art school hipsters.
THE PRICE CONSCIOUS COLLEGE STUDENT The university student who is in the college of Liberal Studies and doesn’t have enough money to buy expensive glasses.
THE GEN-X PROFESSIONAL The 9-5 working professional who needs a new pair of glasses but can’t justify dishing out the money from their family eye doctor.
“Our brand stands for fun, creativity, and purpose. That’s something that a lot of Millennials identify with. We are living in an age of access to information, and with that you kind of feel compelled to act, and by act it could be anything from volunteering to starting your own enterprise. Humanity is trying to find ways to serve each other globally. So a company built to not only transform the industry but also serve as an example of a business that can be profitable, gain scale and do good around the world, [that resonates with young adults]. It earns us a lot of friends and advocates and helps us recruit and retain top talent. Eighty percent of Millennials in general put purpose ahead of compensation in their job choices. That’s a massive generational shift. This focus on youth is happening across sectors. This is not just a marketing or business strategy. It’s happening throughout for-profit non-profit and government.”
“We don’t share details of customer segmentation, but the sweet spot for us has been 17-34-year-olds: folks who appreciate beautiful design and are sick and tired of paying $500 for a product that should be 1/5 the price.”
RESEARCH OVERVIEW KEY FINDINGS Of those who wear either perception or nonprescription glasses, half state they’ve never purchased glasses online before. Almost all participants stated they would purchase glasses online if they were able to try on the frames beforehand. A majority of participants stated price is an important factor when purchasing glasses and most stated they would like to stay under the $100 price point. A majority of the participants stated they have vision coverage, but over half stated they purchase glasses without the assistance of that coverage. Over half of the participants stated they’re more likely to purchase glasses from a retailer who provides job training and access to eyewear for those in developing countries.
METHODS The primary research was conducted using a survey to collect quantitative data regarding purchasing glasses online. The questions were created in hopes of getting a grasp of the current trends, preferred price of glasses, and if vision coverage plays a part in the consumer’s decision to purchase glasses online. The survey was created through the SurveyMonkey platform and was posted on Twitter and Facebook. The survey collected 50 responses.
CREATIVE BRIEF Key Insight: Consumers are tired of having to pay inflated prices for eyewear and they are starting to purchase glasses online. According to the primary and secondary research, consumers are more likely to purchase glasses if they are from a company that provides job training and proper vision care to those in developing countries. Also, according to the primary research, consumers are more likely to purchase glasses online if they are able to try the frames on beforehand. Advertising Problem: Warby Parker has a home try-on program where you can try on your favorite frames before purchasing them online. Their main competitors don’t offer any programs similar to this. The main problem is that Warby Parker is having a hard time differentiating themselves from their competition – even though they have a unique selling proposition such as the home try-on. Advertising Objective: The objective is to increase awareness about Warby Parker’s products and separate them from their competition using their unique selling proposition. Target audience & Segment(s): The target audience consists of 17-34 year olds who are tired of having to purchase expensive frames from traditional retailers. Key Consumer Benefit: Warby Parker offers a home try-on program, where you can pick five of your favorite frames and have them shipped to your house so you can try them on before buying online. Warby Parker eliminates the middleman and gives you the freedom to pick the frames that best fit your style. No more waiting in line, scheduling appointments, or feeling pressured at the eye doctor’s office. Warby Parker brings everything to you.
THE BIG IDEA “For Those Who Have to Pay to See” Consumers who have to pay for glasses are forced to pay outrageous prices for standard styles from traditional retailers. Warby Parker offers an alternative. With hundreds of styles, colors, shapes, and designs, you’re bound to find a pair that fits your unique personality. This big idea is meant to be targeted towards consumers who have to pay in order to see. With Warby Parker’s low prices and high quality, you can now use your money for what you love.
Current Position: Warby Parker is currently positioned as an artsy, creative, minimalistic, and hipster alternative for those who are sick of spending money on eyewear. Optimal Position: Warby Parker’s optimal position involves expanding their target audience and offering glasses to everyone (Baby Boomers, Gen Z, etc.) -- along with creating a heavier focus on the home try-on program. Overall, Warby Parker should appeal to everyone who is struggling to find affordable glasses. Including those who like traditional frames and those who love colors that pop. Support: Warby Parker is one of the only online eyewear retailers who have a home try-on program. Instead of guessing which frames will look good on you, Warby Parker gives you an opportunity to eliminate the surprise and choose the frames that are a perfect fit. Brand Promise: Warby Parker promises lower prices, better quality, and a chance to find glasses that boost your confidence. Brand Image & Personality: Warby Parker’s brand image revolves around minimalistic design, creative type, and great photography. They’re known as the “hipster” brand who focuses on having the usual “millennial” attitude. They’re laid back, creative, and willing to take risks to make designs for their consumers. Tone of Message: The tone of the message needs to be welcoming and encouraging to attract all target audiences. The one of the message needs to encourage target audiences to take the “risk” and try Warby Parker. Voice: Warby Parker represents people who are sick of wasting their money on expensive glasses. They want a change. They want a company that bends over backward to give them a great customer experience. They want convenience and reliability. Overall, they want to find a brand that has aligning values and objectives, so they can feel better about their purchase.
RADIO SCRIPT Name of ad: Mr. Millennial Man Length: 60 seconds Music: Vague car radio music playing in the background *Car door dings while opened then closes quickly* Guy 1: (Monotone voice) I am freaking out, (louder voice) I am freaking out, (screaming voice) I AM FREAKING OUTTTTT! Guy 2: (Concerned voice) Dude what’s wrong? Are you okay? What happened? Guy 1: My eye doctor just roped me into spending $500 on a pair of Burberry glasses when I don’t even have $500! (Louder more concerned voice) I had to use my credit card, I tried them on, he was behind looking at me in the mirror with his squinty eyes saying (Older man voice) “Ohhhh you like them don’t you?” AHHHHHH I liked them, I really really liked them. Then I saw the price tag *gasp* I just couldn’t do it. He told me I would get a free lens cleaner out of it and a microfiber cloth. I CAVED I REALLY CAVED MAN WHAT DO I DO. I AM BROKE. (Super dramatic voice) HOW AM I GOING TO SURVIVEEEE? Guy 2: (Monotone voice) Calm down, calm down, (screaming) CALM DOWN! Look at me! Guy 1: (Loud sassy voice) I can’t see you my eyes are dilated! Guy 2: Next time? Go to Warby Parker. They have lots of frames starting at just $95. Guy 1: (Screaming) AHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH Narrator cuts in: www.warbyparker.com
WHY? The goal of the radio spot was to focus on the humor of purchasing glasses instead of talking about all the â€œfeel goodâ€? things Warby Parker is doing for those in need. This spot focuses on humor but also relates to many people when they have to pay full price for a pair of glasses (In some cases, panic). I think this spot relates to the target audience of millennials and young professionals by showing them there is an alternative to spending a lot of money for glasses.
WHY? The goal of this tactic is to increase Warby Parker’s brand awareness while providing a fun and interactive way to connect with the product. My idea is to create a “smart” vending machine that can safely store and dispense frames for people to try on. Warby Parker currently has an at-home tryon program where you can pick five of your favorite frames from their website and have them shipped to your house so you can try them on before you purchase. Instead, I want to skip the shipping step and make the frames accessible through the vending machine.
On the left side will be a built-in full-body mirror, in the middle will be in the vending machine with thick glass and the frames displayed with nice lighting. On the right side will be a built-in touchscreen computer and/or iPad where customers can order their favorite frames right there. The machine will be placed downtown in large cities (L.A., Chicago, and New York). There will be a hidden camera with a wide angle above the machine and another one in the center of the machine. That way the footage can later be made into a commercial or other tactics. I chose this tactic because I think it’s creative and different. It gives the user a new way to try on and experience trying on frames and purchasing new glasses online. I think placing this machine in the city adds to the “mysteriousness” of the tactic potentially adding to the success.
WHY? Target Audience: 17-34-year-olds who are tired of having to pay inflated prices for eyewear and want the convenience of the traditional retailer without the hassle or stress.
This print advertisement is intended to show the alternative Warby Parker provides to their consumers through lower prices. This copy was included in the ad to further target consumers who have to pay to see. With Warby Parkerâ€™s lower prices, you can finally use your money for what you love. This ad also includes enough white space so the copy stands out more. Since the general population is surrounded by ads all day long, I found it important to make sure the advertisement will stick in someoneâ€™s mind.
WHY? Target Audience: 17-34-year-olds who are skeptical about purchasing glasses online because, with most retailers, you aren’t provided the option to try on before you buy. According to the primary research, participants stated they would be more likely to purchase glasses online if they were able to try on the frames beforehand. I think it’s important to highlight this unique selling proposition because many of Warby Parker’s competitors don’t offer a way to try on the frames before – leaving room for many surprises. Warby Parker eliminates these variables and shows you what frames you would get before you purchase them. Similar to the last print advertisement, I made sure there was enough white space for the box and copy to pop. I think it’s important for an advertisement to draw you in from the second you look at it.
WHY? Target Audience: 17-34-year-olds who are tired of having to play inflated prices for eyewear and what the convenience of the traditional retailer without the hassle or stress. Also, this ad is targeted towards those who make brand decisions based on sustainability and philanthropy. According to the secondary and primary research, consumers are more likely to purchase glasses from a company that is sustainable and provides much-needed programs and goods to those in developing countries. With that being said, I think itâ€™s important to highlight everything Warby Parker is doing to increase the accessibility of proper vision care and eyewear to those in need.
VIDEO STORYBOARD Voice over: 2.5 billion People around the world need glasses but donâ€™t have the resources to get them. Of these, 624 million struggle to see, affecting their ability to learn. This is Mahalia and she is one of the millions who has been affected by her inability to see. (Clip showing Mahalia in school with other classmates then focusing on just her like in the photo).
Voice over: At Warby Parker we are addressing this problem. When you buy a pair of glasses in our storesâ€Ś (Switch to next clip).
(Quick clip showing five different Warby Parker locations from the outside with people walking on the street just like in this photo).
Voice over: Or online, we provide communities with resources to help better their futures.
(Clip of buying a pair of glasses online while showing this front page with Mahalia).
Voice over: We do this by educating and training adults to give eye exams and sell glasses at affordable prices.
(Clip of someone giving Mahalia an eye exam).
Voice over: We also provide vision care and glasses to school-age children to not only improve their eyesight but to also increase their success in school.
(Clip of Mahalia laughing during her eye exam with other children in the background).
(Switch to this clip while the previous voice over is going).
Voice over: Thanks to your help, Warby Parker has reached over 50 countries. But we are just getting started. Help us empower these communities and provide vision resources for those who are in need. Because everyone should have the right to see. Visit warbyparker.com for more info. (Clip of people with Warby Parker glasses one-byone smiling). Warby Parker logo and website URL appears on the screen with the words â€œSee for yourselfâ€?
WHY? Target Audience: 17-34-year-olds who are interested in brands who help developing countries thrive and provide services those in need.
This video advertisement will be able to put Warby Parkerâ€™s philanthropy into a visual story. As seen in many popular advertisements, storytelling is a powerful way to convey a message to the brandâ€™s audience. This message shows that Warby Parker is training and providing vision services to those who are unable to afford them otherwise. The final scene will have a Warby Parker logo along with the URL to inspire consumers to shop after viewing the ad.
SNAPCHAT FILTER WHY? Target Audience: 17-34-year-olds who are interested in trying on and purchasing glasses online.
This Snapchat filter will be sponsored and available to all Snapchat users during a designated time period. This filter will switch out the style of glasses every time the user raises their eyebrows – similar to some other Snapchat filters that have been featured. The image of the glasses will be placed on the users face so they can get an idea of what the frames would look like. The copy below has a call to action and directs users to the website to find more products they may be interested in. I think this tactic is a fun and interactive way for users to engage with the brand and “try on” glasses in their own homes.
RESOURCES Alt, K. (2017). Best online eyeglasses: Zenni optical vs. Warby parker vs. Coastal vs. EyeBuyDirect vs. Goggles4u. Exploring Life’s Mysteries. Retrieved October 8, 2017, from, www.exploringlifesmysteries.com Alt, K. (2017). Best online eyeglasses: Zenni optical vs. Warby parker vs. Coastal vs. EyeBuyDirect vs. Goggles4u. Exploring Life’s Mysteries. Retrieved October 8, 2017, from, www.exploringlifesmysteries.com Bahrenburg, G. (2010). In focus: Warby parker eyewear. Vogue. Retrieved October 8, 2017, from, www.vogue.com. Binlot, A. (2016). Watch out, warby parker: Zenni optical’s affordability makes having an eyewear wardrobe possible. Forbes. Retrieved October 8, 2017, from, www.forbes.com. Knowledge@Wharton (2013). The consumer psychology behind warby parker’s $95 pricing for eyeglasses. Time. Retrieved October 8, 2017, from, www.business.time.com Rooney, J. (2013). In advance of PTTOW!, Target, coca-cola, warby parker, execs get candid about courting next-generation consumers. Forbes. Retrieved October 8, 2017, from, www.forbes.com Warby Parker. (2010). Our story. Warby Parker. Retrieved October 8, 2017, from, www.warbyparker.com Winfrey. G. (2015). The mistake that turned warby parker into an overnight legend. Inc Magazine. Retrieved October 8, 2017, from, www.inc.com
Created for CAP 315 - Copywriting @ Grand Valley State University