Warby Parker Case study - Storytelling

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#1 THEIR REASON FOR BEING
"We're trying to
solve the issue
of glasses being
too expensive."

#1 THEIR REASON FOR BEING
THE HERO'S JOURNEY
Hero: a person who can't do anything without glasses
and is kicked in the stomach every time he tries to buy a
pair in a regular store.
Villain: the eyewear industry.
Fear: losing or breaking his unique pair, because without
insurance, he would remain short-sighted or have to buy
a cheap ugly pair.
Hope: being able to look good with glasses without
leaving the store with an empty wallet. (A world where
the dominating industry would be defeated.)

#1 THEIR REASON FOR BEING
"Glasses with a distinct
design, priced affordably
($95), and with a great
website and showroom
experience."

COLLEGIATE CURIOUS
KNOWLEDGEABLE
WORLDY
SOPHISTICATED
FUNNY
LITTERARY
WILD
VINTAGE

#3 THE CHOICE OF THE NAME
BRAINSTORMING
"Writers who go against
the grain."
The Beat Generation

#3 THE CHOICE OF THE NAME
TEST W/ 200 FRIENDS
"Gut Reaction: Positive,
Neutral, Negative?"
"Spontaneous
associations with the
name?"
Overwhelmingly positive
No association / I've heard it somewhere…

#4 THE MISSION
the 4th photo of the carrousel

FOCUS
is it authentic?
does it tell a compelling story?
does it do good in the world?
is it unexpected?
- Would people tell their
friends at dinner? -
#6 THE STORIES

BE AUTHENTIC
FOCUS ON YOUR AUDIENCE
TELL A STORY FROM YOUR FACTS

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Warby Parker Case study - Storytelling

1. WARBY PARKER CASE STUDY

2. WARBY PARKER 2014

3. 2011 INITIAL WEBSITE

4. MISSION STATEMENT 2014

5. #1 THEIR REASON FOR BEING "We're trying to solve the issue of glasses being too expensive."

6. #1 THEIR REASON FOR BEING THE HERO'S JOURNEY Hero: a person who can't do anything without glasses and is kicked in the stomach every time he tries to buy a pair in a regular store. Villain: the eyewear industry. Fear: losing or breaking his unique pair, because without insurance, he would remain short-sighted or have to buy a cheap ugly pair. Hope: being able to look good with glasses without leaving the store with an empty wallet. (A world where the dominating industry would be defeated.)

7. #1 THEIR REASON FOR BEING "Glasses with a distinct design, priced affordably ($95), and with a great website and showroom experience."

8. #2 THEIR BRAND UNIQUENESS COLLEGIATE VS. PREPPY

9. COLLEGIATE CURIOUS KNOWLEDGEABLE WORLDY SOPHISTICATED FUNNY LITTERARY WILD VINTAGE

10. COLLEGIATE CURIOUS KNOWLEDGEABLE WORLDY SOPHISTICATED FUNNY LITTERARY WILD VINTAGE A CURIOUS BRAND THAT'S ALL ABOUT LEARNING

11. #3 THE CHOICE OF THE NAME BRAINSTORMING "Writers who go against the grain." The Beat Generation

12. #3 THE CHOICE OF THE NAME TEST W/ 200 FRIENDS "Gut Reaction: Positive, Neutral, Negative?" "Spontaneous associations with the name?" Overwhelmingly positive No association / I've heard it somewhere…

13. #4 THE MISSION the 4th photo of the carrousel

14. #4 THE MISSION

15. #5 MVP product website PR firm

16. #6 THE STORIES

17. #6 THE STORIES

18. #WPClassTrip #6 THE STORIES

19. FOCUS is it authentic? does it tell a compelling story? does it do good in the world? is it unexpected? - Would people tell their friends at dinner? - #6 THE STORIES

20. DO YOU THINK IT WAS OBVIOUS?

21.

22. a unique personality a clear sense of purpose their own world credible story create a desire GREAT BRAND STORYTELLERS

23. BE AUTHENTIC FOCUS ON YOUR AUDIENCE TELL A STORY FROM YOUR FACTS

Warby Parker Case study - Storytelling

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Warby Parker Case study - Storytelling