warby parker goes to the netherlands
DESCRIPTION
Marketing plan and advertising campaign for Warby Parker's entry to The Netherlands.TRANSCRIPT
AmA [CrEaTiVe DiReCtOr]
Word-juggling philosophy-inspired music lover.I am a Raconteur.
ChRiS [AcCoUnT DiReCtOr]
Agency/client middleman and beer geek.I am a Raconteur.
IvY [PuBlIc ReLaTiOnS]
People-oriented perfectionist and Shopaholic.I am a Raconteur.
XiAo [BrAnD StRaTeGiSt]
Daydreaming trend-watching plan maker.I am a Raconteur.
MoE [MeDiA DiReCtOr]
Constantly finding the best placefor the best work using my left handI am a Raconteur.
YoNa [aRt DiReCtOr]
Design-thinking math geek.I am a Raconteur.
MEET THE RACONTEAM
We are a collective of skilled storytellersWhile we all have our titles, each of our team members contributesin the creative process to develop the best possible work.
One day, Warby had an idea...He asked his friends for some advice
There was a man named Warby
Be A
Once upon a time…
GOES TOTHE NETHERLANDS
ThE nEtHeRlAnDs
Be A
Price-sensitiveQuality caringSimilar to American cultureBirthplace of the hipsters
The Dutch
GOES TO
EyEwEaR mArKeT oVeRvIeW
Be A
15%
49%
15%
21%
0-14 15-24 55-64 65+
Aging populationExtensive usage of
electronic devicesEyewear as fashion
accessory
Growing Market
GOES TO
CoMpEtItOrS
Be A
Global players (e.g. Luxottica)Local optician’s chain stores
(e.g. Hans Anders)Vintage brands (e.g. Ray-Ban)
Mature Market
GOES TO
TaRgEt AuDiEnCe
Be A
Ages 18-35 Love to express their
individualityFashionable Tweet and talk about causes
that they believe in Are trendy and modern but
appreciate antiquesThrifty
Males & Females
GOES TO
bUyEr pErSoNaS
Be A
32 year-old financial analyst Very thrifty with his moneyStrives to help othersValues products that cater to
his own, unique and sometimes quirky style
GOES TO
BaReNd BaKkEr KaReL ViSsEr23 year-old studentHas a high sense of fashionShe hopes to improve upon
existing education systemsShe looks for fashionable
brands that are also socially responsible
POSITIONING
GOES TOA!ordable | Quality | Fashion | Trendy | Socially Conscious
1-year no scratch warranty95 euros
LangstonEdgeworthMadisonFowler
Be AGOES TO
ACTION PLAN
GOES TOMode of EntryRetail & Online Stores
LangstonEdgeworthMadisonFowler
LangstonEdgeworthMadisonFowler
PoP-uP ReTaIl StOrE
Be AGOES TO
Store for Brandsin Kalverstraat
Short-termCreating buzz
and excitement
CREATIVE
GOES TOMessage Socially Conscious | A!ordable | Stylish | Empowering
Image Clean | Simple | Vintage | StylishTone Fun | Young | Quirky
LangstonEdgeworthMadisonFowler
Be AGOES TO
Comparison of two similar individuals who both need galsses; one can afford it, the other cannnot.
Focus to be on blury vision.
#eYe4eYe
AdyaI grew up dancingto Michael JacksonI played VolleyballI love wearing yellowI love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael JacksonI played Volleyball
I love wearing yellowI love science
I needed glasses
I bought glasses
Be A
PuBlIc rElAtIoNs
GOES TO
Store opening“Buy a Pair, Give a
Pair” brand storyMix & Match styling
Message
Fashion editorialsFashion blogs
Target
Be A
SoCiAl mEdIa
GOES TO
FacebookTwitterPinterestInstagramYouTubeHYVES
Warby Parker
Consumers
Be A
OuT-oF-hOmE
GOES TO
Photo boothsBike-Stores
BTL Strategies
OuT-oF-hOmE
GOES TO
#NoMoreBlur
#NoMoreBlur
HakimI grew up playingsoccer every saturday
I took lots picturesI love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
BarendI grew up playingsoccer every saturday
I took lots picturesI love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
#NoMoreBlur#NoMoreBlur
AdyaI grew up dancingto Michael JacksonI played VolleyballI love wearing yellowI love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael JacksonI played Volleyball
I love wearing yellowI love science
I needed glasses
I bought glasses
YOUFOUND USC O M E O N I N
Be A
DiGiTaL MaRkEtInG
GOES TO
In blogs and high-tra"c websitesRetarget visitors to our websiteInteractive banners
Online Banners
SEO“Glasses”“Eyewear”“Spectacles”“Sunglasses”“A!ordable glasses”“Frames”“Vintage”“Prescription”
Be A
MeDiA PlAn
GOES TO
AnD tHe sToRy cOnTiNuEs---
www.!con"urcom.com | info@!con"urcom.com | @!con"urcom
617.818.5660 | 120 Boyls#n Street. Bos#n, MA 02116
ThAnK YoU