Warby Parker

Nesso Series

When Warby Parker was developing one of its most complex eyewear constructions to date (they even patented a new hinge!), we were tasked with explaining some very nuanced designs to customers. 

Solution: Beginning with the name and narrative, the assets I wrote for this collection exuded elegance. We balanced the elevated tone with a buzz-worthy social-first strategy. On Instagram, we collaborated with a curated mix of makers and craftspeople: Bon Appétit cook Molly Baz, Cold Picnic designers Phoebe Sung and Peter Buer, ceramist Rachel Saunders, and Lichen curators Jared Blake and Ed Be.

Results: Engagement for marketing emails, social GSP ads, and more eclipsed campaign averages, making it one of the most successful campaigns I worked on in 2020.

• Launch sales surpassed forecasts

• Emails drove $500K in bookings (impressive considering the capsule collection contained only 12 SKUs compared to 20+ SKUs for typical core collections)

• 1.7M press impressions

• 600K social impressions, making Nesso the highest-performing collection on social in the past 2 years

  • Instagram engagement up 28% per post and 26% per Story compared to our averages