Holiday

Warby Parker goes big for the holiday season. How could we bring the maximum merriment that is a Warby Parker Holiday to customers in 2020 (you know, with the pandemic and all)? 

Solution: I created the narrative, tone, and all of the corresponding copy to blend our typical holiday gifting messaging with the year’s reigning sentiment: we’re here to help. I balanced statements of service with notes of festivity in every asset, which helped make Holiday 2020 one of the brand’s most successful seasons to date. Additionally, though Warby Parker stores remained open, we focused our efforts on meeting customers where they are (i.e., at home) via web and app.

Assets at a glance:

• 20+ emails (a record-breaking number for holiday)

• Campaign narrative and taglines

• Holiday lookbook for press

• Positioning/brief for the contract illustrator

• Landing pages

• Product pages

• Homepage and web promos

• Social copy

• Physical packaging & retail display copy

• Push notifications

• Apple Pay promotion

Results:

• One of the most impactful Holiday campaigns to date

• +20% YoY growth for Dec

• The brand’s all-time highest bookings day

• 38% average click-through rate for emails sent the first 2 weeks of Dec