Warby Parker

Eshi Edition

In February 2021, Warby Parker launched a three-years-in-the-making collection of hand-painted Japanese titanium frames. The challenge: position it in a way that attracted new customers and engaged existing customers—all while creating brand-defining moments.

Solution: Using audience insights from Marketing and my interviews with the frame designers, I created a compelling name, narrative, and marketing assets that highlighted the complex designs, attracted new and returning customers, drove bookings for a higher price point collection, and drove traffic to stores. I included a new section for the press lookbook: a Q&A with the Chief Merchandising Officer that gave the frames their due. With the Marketing team, I also supported a social-first partnership.

Assets at a glance:

• Lookbook, including Q&A with Chief Merchandising Officer

• Partnership Positioning

• Landing Page

• Site Gallery Promo

• Product Page Descriptions

• Early Access, Launch, and Refresh Emails

• Instagram Feed, Reels, and Stories

• Friends and Family Retail Invite

• Retail Table Display

• Performance Marketing (Variants)

Results:

• Exceeded sales targets by 23%

• Increased average sale price by 2%

• Our social partner’s Reel had 3x the engagement compared to the industry average; reached new and potential customers

• Drove retail bookings (67% of collection bookings were made in-store compared to 39% of total frame bookings that same week)

• 66% of purchasers were returning customers versus 50% for total frames overall

• Secured 33M media impressions from 9 press spots in GQ, The Strategist, Ok! Magazine, and more

• Warby’s social engagement rate/followers was up to .81% compared to the industry average .51%

  • Total Impressions: 208k

  • Total Reach: 193k

  • Total Engagements: 4k

• Nicole’s Reel had 632k views and 9.7% engagement rate (industry average is 2.7% and Nicole had 587K followers at the time)