Last week, Warby Parker — a start-up eyewear company that offers inexpensive prescription lenses through its ecommerce site – published its annual report. The report is composed of six frames of rich, interactive infographics that provide information about the growth of their business, the efficiency of their operations, and the philanthropic efforts completed through a glasses donation program. The company’s unique spin on a routine report has some smart lessons for marketers.
First, produce quality content. In the week since the infographic was published, over 700 people have shared the images on Facebook, more than 1,200 individuals have tweeted the report, and the page has been re-posted and blogged about on dozens of other sites. A quick search on Twitter brings up an overwhelmingly positive reaction. People called the report clever, lovely, beautiful, and spectacular.
Would this have happened with a text-heavy press-release about annual earnings? Probably not. Warby Parker’s annual report was something that fans wanted to share because it was visually appealing, interactive, and entertaining (in between hard numbers about operating results were fun facts about company culture, like the number of bagels eaten at team meetings). The lesson here: look everywhere for content and be creative about how you present it to your audience.
The second important takeaway from the Warby Parker annual report is in the actual content. As I scanned through the report I was impressed to see that out of the six pages, the team at Warby Parker dedicated an entire page of the infographic to statistics about the company’s social media presence. For example, the report highlights that instagram is the fasted growing social network for the brand (694 photos were tagged on instagram with the brand name since September), and 33 photos are posted to the Facebook wall a day. Sharing pictures of your Warby Parker glasses makes you part of the brand community.
In an interview with Contently, Social Media Manager at Warby Parker, Jen Rubio says that “social media, word of mouth and the company’s content strategy have enabled the company to grow quickly while also building relationships with its customers.” Reporting on the fan growth of a Facebook page and measuring Twitter mentions per hour is more than just sharing metrics on Warby Parker’s marketing efforts — it’s telling the story of how customers and fans are building an ongoing relationship with the brand.