Goals
Warby Parker knew influencer marketing was a powerful channel for selling their glasses online, but finding the right creators was tough—like searching for a needle in a haystack. They needed influencers who wore glasses, had a flair for fashion, connected with a U.S.-based adult audience, and could authentically get excited about Warby Parker frames. With their small internal team, launching more than a few influencer activations each month was a stretch. They needed a partner to help them scale—a flexible agency capable of sourcing niche influencers, managing outreach, contracts, and product shipments, and handling the high-touch needs of their program.
Strategies
Pixly was the perfect match for the job. Using our in-house matchmaking tools, performance data, and industry expertise, we quickly identified influencers who fit these key criteria:
- Glasses-Wearing: Influencers who made glasses a core part of their personal style.
- Fashion-Forward: Creators with a style edge, producing engaging “get ready with me” or lifestyle content.
- U.S.-Based Audience: To match Warby Parker’s U.S. shipping limitations, we focused on influencers with predominantly American audiences.
- Adult Demographic: Targeting influencers who appealed to an 18+ audience.
From there, we teamed up with creators like RAVON, Caroline Manning, Frederic Chen, and wavywebsurf. Each influencer selected frames that matched their style and shared unboxing videos that turned into mini fashion shows—swapping frames, discussing designs, and inviting their followers to vote on favorites. The call to action? Try Warby Parker’s Home Try-On Kit, which let viewers test five frames at home for free. This personal, fun touch helped forge a genuine connection between Warby Parker, the influencers, and their fans.
Influencer Activations
Video Views
CPA Reduction MoM
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