Seeing the (Im)Possible – Warby Parker Marketing Strategy
Warby Parker, a company that was created based on a societal problem – developing an easier, cheaper, and smoother process for ordering prescripted eyeglasses, contacts, and sunglasses. Warby Parker is a brand that focused on generating a dialogue between the consumer and the business. Furthermore, they concentrated on the social good they could provide to those in need of their services. They set out to provide a free pair of glasses, for every sale of glasses sold, to those who are in need.
Let’s take a closer look at what attributes contributed to the accelerated growth of the company. They defeated the odds of testing out different lenses while at home and were successful with the opportunity to send 5 pairs free in its home-try-on kit for testing while allowing the consumer to try the glasses and select which frames were best. They then could ship the lenses they did not want – free of charge – back to the company.
The community social media strategy allowed the brand to showcase the possibilities that its services could provide through its very own consumers. Sprout Social has found that user-generated content (UGC) is the most effective way to reach a consumer that converts. Warby Parker did just that. They encouraged the customers to share the experience that they had from the beginning of the process. In doing so the brand was immediately developing a personal relationship with its consumers to ensure that they (Warby Parker) were on the right track to building a successful company. With the content that was shared by consumers, others in the audience who were interested in the brand became more familiar with the abilities that the brand could give.
Part of this effective process came with the sharing of the #WarbyHomeTryOn hashtag to promote awareness and personal review of the brand. When a potential audience has connections or trust with another social media user, they tend to depend on their advice and review for their personal lives as well (Rogers, 2021). With this approach, the brand stuck to personal experiences instead of relying on heavy influencer stars to promote the brand.
The strategy proved to be effective with more than 56,000 videos in the marketing strategy and 50% of those who shared content on social media purchased from the brand (Iron Source, 2020).
To continue being a market leader and differentiator, the brand used education and online services as a way to teach consumers the process of ordering any of their eyewear needs. They stand strong in giving back to communities and provide updates along the way from its email, to its website, and even on social media.
Overall, this brand found a problem and resonated with the solution making it possible in every way for the consumer. They leveraged social media and UGC to ‘speak for itself’ and display how reputable the company really is.
The campaign proved to be effective in further proving statistics that consumers are most likely to purchase from a brand with UGC on social media. Lastly, they took digital and social responsibility to turn the impossible trials of expenses, lack of information and understanding, and reliability to the next level around the world and on social media.
What is UGC Content and How Can You Use it?
User-generated content (UGC) has become a powerful tool for businesses to engage their audiences and build authentic connections. By harnessing the creativity and enthusiasm of their customers, companies can enhance their brand presence and foster a sense of community. To leverage UGC effectively, businesses can start by encouraging customers to share their experiences and insights. This can be achieved through:
Social Media Campaigns: Launching hashtag campaigns that encourage customers to share photos, videos, and stories related to their interactions with the brand. Starbucks' "White Cup Contest" is a prime example, where customers were asked to decorate their Starbucks cups and share images using the designated hashtag. This not only generated a wave of creative content but also showcased the brand's role in customers' lives.
Reviews and Testimonials: Businesses can request customers to leave reviews and testimonials on platforms like Yelp, Google, or their own website. Positive reviews build trust and credibility, while negative feedback provides valuable insights for improvement. Sharing these authentic experiences helps potential customers make informed decisions and fosters a sense of transparency.
Contests and Challenges: Hosting UGC contests and challenges can be a fun way to engage customers and create a buzz around the brand. GoPro's "Million Dollar Challenge" encouraged users to submit their exhilarating GoPro-shot videos for a chance to win a share of the prize. This approach not only amplified the brand's adventurous image but also demonstrated the remarkable capabilities of their product through real-life examples.
By implementing these strategies, businesses can tap into the creativity of their customer base, showcase their brand's authenticity, and cultivate a sense of community that fosters long-term customer loyalty.
Rogers, Jessica (2021). The Digital Marketing Landscape: Creating a Synergistic Consumer Experience. Business Expert Press