Why Warby Parker Is Selling Exclusive Sunglasses On Snapchat

What Happened
Online eyewear retailer Warby Parker is launching a pair of sunglasses exclusively on Snapchat as it aims to grow its Snapchat audience. Followers of the company’s Snapchat account will see a URL in its Story to purchase a pair of limited-edition sunglasses embellished with Snapchat’s ghost logo. In tandem with this Snapchat-exclusive launch, Warby Parker will be rolling out branded Geofilters in L.A. and New York this weekend to drum up interest.

What Brands Need To Do
As Snapchat continues to grow its user base and build out its ad products, more and more brands are trying their hands at adopting the hot messaging app as a social marketing channel. This Warby Parker campaign is noteworthy because it leverages Snapchat’s popularity to organically grow Warby Parker’s fan base, which many brands have found difficult to do on Snapchat, while also using customized Geofilters to reach a wider but geographically-targeted audience. This sets an interesting example for brands to follow as they try to incorporate more ecommerce elements into Snapchat.

Source: TechCrunch

Manager of Strategy & Content, IPG Media Lab

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