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Four friends. A $700 pair of glasses lost on an airplane. And a big business idea with $1.2billion Market Valuation. This is how Warby Parker (WP) came into being. This trendy eyeglass company knows what millennials want and gives it to them in a way that keeps them coming back for more.
- Warby Parker website has a feature allowing customers to upload a picture of themselves, choose their frames, and then share the images on social media to gather opinions on which ones to purchase. Not only does this allow millennials to make an informed decision, it’s also a brilliant free marketing tactic by the company, as images of both virtual and home try-ons are all over social media. According to socialmedia strategies summit, The Company also frequently posts images of staff members trying on multiple frames, asking fans for their opinions on which one they should choose.
Fun fact: They’ve managed to build quite a loyal group of followers. Search for #warbyparker, and you’ll get over 180,860 posts by their followers and fans.
- Warby Parker Ran a campaign asking people to share photos of their dogs in WP Glasses. For two weeks, they ran the Warby Barker campaign on social media, featuring stunning pictures of professional dog models (goals!) sporting WP glasses.
Result, 2.5% increase in traffic using this user generated content an over 1400 user posts on Instagram.