Feb 14, 2025
8 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
Not Your Grandma’s Glasses: How Warby Parker Made Eyewear Cool With Micro-Influencers
Not Your Grandma’s Glasses: How Warby Parker Made Eyewear Cool With Micro-Influencers
Not Your Grandma’s Glasses: How Warby Parker Made Eyewear Cool With Micro-Influencers
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Content Marketer @impulze.ai
Sections
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
Warby Parker used influencer marketing to build their brand. This blog is about how they succeeded at it.
The brand has partnered with 97 influencers across Instagram, TikTok, and YouTube till now. Working with the right influencers, using attractive visuals, good storytelling, and more… They’ve aced influencer marketing. Read the blog to know about this in detail.
Here are other strategies that made Warby Parker a household name: affordable pricing, home try-on program, strategic use of PR, and retail stores.
Brands across industries are seeing excellent ROI when they work with micro-influencers.
If you're considering working with micro-influencers, impulze.ai can help you find the ones that match your target audience.
It’s 2009. Dave Gilboa loses a $700 pair of Prada eyeglasses before starting his MBA at the University of Pennsylvania. He now needs a pair of glasses and wonders why a technology that’s been around for 800 years would cost several times the cost of an iPhone. He had bought an iPhone 3G, a phone that had just been released, for only 200$. (For those unaware, a pair of prescription eyeglasses used to cost several hundred dollars at that time.)
Dave joins his MBA class and becomes friends with his classmates Neil Blumenthal, Andy Hunt, and Jeff Raider. The four friends get a small number of eyeglasses made and sell them for 95$. That’s how Warby Parker was created in February 2010.
The friends started with a capital of $120,000 in 2010. In 2024, the company was valued at $3 billion!
They took many steps to create this massively successful business. One of the things they aced? Excellent social media and influencer marketing.
Keep reading to know how the eyewear brand did this.
Warby Parker’s Smart Social Media & Influencer Strategy
Warby Parker uses engaging visuals and clever copywriting to showcase their eyewear on social media. Their posts tell stories, making followers feel connected to the brand. They've mastered the art of blending product showcases with authentic narratives, creating an informative and entertaining feed.
A recent study found that Warby Parker has worked with 97 creators across campaigns till now! Influencer marketing is a big part of their social media marketing.
Warby Parker made eyewear cool through their influencer collaborations. They positioned eyeglasses as stylish, fashionable eyewear so consumers wouldn’t consider it just a thing they would have to buy to be able to see clearly.
Here’s how they did it:
On Instagram, Warby Parker collaborated with micro-influencers to highlight their ‘Home Try-On’ program, with influencers sharing unboxing experiences and seeking audience opinions on frame selections. This program allows people to choose any five pairs of glasses, have them shipped home for free, try them out for five days, and return them at no cost!
On TikTok, they embraced the platform's dynamic nature by partnering with creators to produce short, engaging videos featuring try-on hauls and styling transitions.
The brand also worked with YouTube influencers to produce unboxing and review videos, offering in-depth insights into their ‘Home Try-On’ kits and overall customer experience.
By integrating eyewear into influencers' daily routines, Warby Parker effectively showcased how their glasses fit into everyday life. Influencers donned Warby Parker frames during typical activities, presenting the brand as both relatable and accessible. This approach humanized the brand and positioned its glasses as a stylish, modern lifestyle essential.
They strategically partnered with micro-influencers who resonated with their target audience. They selected creators who not only wore glasses but also had a keen sense of fashion and could genuinely express enthusiasm for Warby Parker's frames. These collaborations often featured influencers choosing frames that matched their personal style and sharing unboxing videos that doubled as mini fashion showcases.
These collaborations with micro-influencers played a significant role in making the brand popular. Apart from influencer marketing, there’s a lot that Warby Parker did right to create their brand.
Let’s take a look at Warby Parker’s other winning strategies.
Warby Parker’s Winning Business Strategies
Here are other strategies Warby Parker used to succeed:
1. Affordability
Warby Parker sold their first pair of glasses at 95$. They survived and thrived in the competitive market ruled by giants like Luxottica because they provided people with affordable yet stylish options.
2. Prioritized customer convenience and experience
They disrupted the market through their ‘Home Try-On Program.’People could select any five pairs of glasses on their website, get them delivered home, and send them back after 5 days, all free of charge.
3. Strategic use of Public Relations (PR)
They invested in PR very early and generated brilliant results. When Warby Parker launched, feature articles were published in Vogue and GQ, which were hits and brought in massive sales.
4.Retail expansion
Their brick-and-mortar stores complement their online business. For those who’d like to go to a store and buy glasses, there’s the option of walking into a Warby Parker store and buying one.
Conclusion
Like Warby Parker, so many brands work with micro-influencers. Micro-influencers have become increasingly popular in the US and elsewhere. As per a survey, 44% of marketers prioritize working with micro-influencers.
Micro-influencers create authentic content that can drive business for brands of all sizes. This is why brands are betting big on micro-influencers. Brands in the US are getting excellent ROI from micro-influencers.
If you’re considering working with micro-influencers, impulze.ai can help. Our database of 280 million influencers can help you find micro-influencers that match your target audience.
It’s 2009. Dave Gilboa loses a $700 pair of Prada eyeglasses before starting his MBA at the University of Pennsylvania. He now needs a pair of glasses and wonders why a technology that’s been around for 800 years would cost several times the cost of an iPhone. He had bought an iPhone 3G, a phone that had just been released, for only 200$. (For those unaware, a pair of prescription eyeglasses used to cost several hundred dollars at that time.)
Dave joins his MBA class and becomes friends with his classmates Neil Blumenthal, Andy Hunt, and Jeff Raider. The four friends get a small number of eyeglasses made and sell them for 95$. That’s how Warby Parker was created in February 2010.
The friends started with a capital of $120,000 in 2010. In 2024, the company was valued at $3 billion!
They took many steps to create this massively successful business. One of the things they aced? Excellent social media and influencer marketing.
Keep reading to know how the eyewear brand did this.
Warby Parker’s Smart Social Media & Influencer Strategy
Warby Parker uses engaging visuals and clever copywriting to showcase their eyewear on social media. Their posts tell stories, making followers feel connected to the brand. They've mastered the art of blending product showcases with authentic narratives, creating an informative and entertaining feed.
A recent study found that Warby Parker has worked with 97 creators across campaigns till now! Influencer marketing is a big part of their social media marketing.
Warby Parker made eyewear cool through their influencer collaborations. They positioned eyeglasses as stylish, fashionable eyewear so consumers wouldn’t consider it just a thing they would have to buy to be able to see clearly.
Here’s how they did it:
On Instagram, Warby Parker collaborated with micro-influencers to highlight their ‘Home Try-On’ program, with influencers sharing unboxing experiences and seeking audience opinions on frame selections. This program allows people to choose any five pairs of glasses, have them shipped home for free, try them out for five days, and return them at no cost!
On TikTok, they embraced the platform's dynamic nature by partnering with creators to produce short, engaging videos featuring try-on hauls and styling transitions.
The brand also worked with YouTube influencers to produce unboxing and review videos, offering in-depth insights into their ‘Home Try-On’ kits and overall customer experience.
By integrating eyewear into influencers' daily routines, Warby Parker effectively showcased how their glasses fit into everyday life. Influencers donned Warby Parker frames during typical activities, presenting the brand as both relatable and accessible. This approach humanized the brand and positioned its glasses as a stylish, modern lifestyle essential.
They strategically partnered with micro-influencers who resonated with their target audience. They selected creators who not only wore glasses but also had a keen sense of fashion and could genuinely express enthusiasm for Warby Parker's frames. These collaborations often featured influencers choosing frames that matched their personal style and sharing unboxing videos that doubled as mini fashion showcases.
These collaborations with micro-influencers played a significant role in making the brand popular. Apart from influencer marketing, there’s a lot that Warby Parker did right to create their brand.
Let’s take a look at Warby Parker’s other winning strategies.
Warby Parker’s Winning Business Strategies
Here are other strategies Warby Parker used to succeed:
1. Affordability
Warby Parker sold their first pair of glasses at 95$. They survived and thrived in the competitive market ruled by giants like Luxottica because they provided people with affordable yet stylish options.
2. Prioritized customer convenience and experience
They disrupted the market through their ‘Home Try-On Program.’People could select any five pairs of glasses on their website, get them delivered home, and send them back after 5 days, all free of charge.
3. Strategic use of Public Relations (PR)
They invested in PR very early and generated brilliant results. When Warby Parker launched, feature articles were published in Vogue and GQ, which were hits and brought in massive sales.
4.Retail expansion
Their brick-and-mortar stores complement their online business. For those who’d like to go to a store and buy glasses, there’s the option of walking into a Warby Parker store and buying one.
Conclusion
Like Warby Parker, so many brands work with micro-influencers. Micro-influencers have become increasingly popular in the US and elsewhere. As per a survey, 44% of marketers prioritize working with micro-influencers.
Micro-influencers create authentic content that can drive business for brands of all sizes. This is why brands are betting big on micro-influencers. Brands in the US are getting excellent ROI from micro-influencers.
If you’re considering working with micro-influencers, impulze.ai can help. Our database of 280 million influencers can help you find micro-influencers that match your target audience.
Frequently Asked Questions
Which marketing method did Warby Parker use?
Which marketing method did Warby Parker use?
Which marketing method did Warby Parker use?
Who is Warby Parker's target audience?
Who is Warby Parker's target audience?
Who is Warby Parker's target audience?
What is the unique selling point of Warby Parker?
What is the unique selling point of Warby Parker?
What is the unique selling point of Warby Parker?
What role did social media play in Warby Parker’s marketing strategy?
What role did social media play in Warby Parker’s marketing strategy?
What role did social media play in Warby Parker’s marketing strategy?
Who is Warby Parker’s biggest competitor?
Who is Warby Parker’s biggest competitor?
Who is Warby Parker’s biggest competitor?
Why did Warby Parker become successful?
Why did Warby Parker become successful?
Why did Warby Parker become successful?
Is impulze.ai free?
Is impulze.ai free?
Is impulze.ai free?
Author Bio
Author Bio
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
We Also Recommend To Read
Find, analyze, and contact influencers from a database of over 250 million profiles.
Find, analyze, and contact influencers from a database of over 250 million profiles.
Find, analyze, and contact influencers from a database of over 250 million profiles.
14-Day Free Trial. No Credit-Card Needed
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later