Warby Parker Goes to The Netherlands
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Marketing plan and advertising campaign for Warby Parker's entry to The Netherlands.
![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 place
for the best work using my left hand
I am a Raconteur.
YoNa [aRt DiReCtOr]
Design-thinking math geek.
I am a Raconteur.
MEET THE RACONTEAM
We are a collective of skilled storytellers
While we all have our titles, each of our team members contributes
in the creative process to develop the best possible work.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Warby Parker Goes to The Netherlands
- 2. 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 place for the best work using my left hand I am a Raconteur. YoNa [aRt DiReCtOr] Design-thinking math geek. I am a Raconteur. MEET THE RACONTEAM We are a collective of skilled storytellers While we all have our titles, each of our team members contributes in the creative process to develop the best possible work.
- 3. 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…
- 6. ThE nEtHeRlAnDs Be A Price-sensitive Quality caring Similar to American culture Birthplace of the hipsters The Dutch
- 7. EyEwEaR mArKeT oVeRvIeW Be A 15% 49% 15% 21% 0-14 15-24 55-64 65+ Aging population Extensive usage of electronic devices Eyewear as fashion accessory Growing Market
- 8. 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
- 9. TaRgEt AuDiEnCe Be A Ages 18-35 Love to express their individuality Fashionable Tweet and talk about causes that they believe in Are trendy and modern but appreciate antiques Thrifty Males & Females
- 10. bUyEr pErSoNaS Be A 32 year-old financial analyst Very thrifty with his money Strives to help others Values products that cater to his own, unique and sometimes quirky style BaReNd BaKkEr KaReL ViSsEr 23 year-old student Has a high sense of fashion She hopes to improve upon existing education systems She looks for fashionable brands that are also socially responsible
- 11. POSITIONING GOES TOAffordable | Quality | Fashion | Trendy | Socially Conscious 1-year no scratch warranty 95 euros
- 12. Be A
- 13. ACTION PLAN GOES TOMode of Entry Retail & Online Stores
- 15. PoP-uP ReTaIl StOrE Be A Store for Brands in Kalverstraat Short-term Creating buzz and excitement
- 16. CREATIVE GOES TOMessage Socially Conscious | Affordable | Stylish | Empowering Image Clean | Simple | Vintage | Stylish Tone Fun | Young | Quirky
- 17. Be A Comparison of two similar individuals who both need galsses; one can afford it, the other cannnot. Focus to be on blury vision. #eYe4eYe
- 18. AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses
- 19. Be A PuBlIc rElAtIoNs Store opening “Buy a Pair, Give a Pair” brand story Mix & Match styling Message Fashion editorials Fashion blogs Target
- 20. Be A SoCiAl mEdIa Facebook Twitter Pinterest Instagram YouTube HYVES Warby Parker Consumers
- 22. Be A OuT-oF-hOmE Photo booths Bike-Stores BTL Strategies
- 23. OuT-oF-hOmE#NoMoreBlur #NoMoreBlur Hakim I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses Barend I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses #NoMoreBlur #NoMoreBlur AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses YOU FOUND US C O M E O N I N
- 24. Be A DiGiTaL MaRkEtInG In blogs and high-traffic websites Retarget visitors to our website Interactive banners Online Banners SEO “Glasses” “Eyewear” “Spectacles” “Sunglasses” “Affordable glasses” “Frames” “Vintage” “Prescription”
- 25. Be A MeDiA PlAn
- 26. AnD tHe sToRy cOnTiNuEs---
- 27. www.raconteurcom.com | info@raconteurcom.com | @raconteurcom 617.818.5660 | 120 Boylston Street. Boston, MA 02116 ThAnK YoU