Campaign: Warby Parker’s Annual Report
Company: Warby Parker
Nonprofit Partner: Various
Launch Date: January 2014
Today we highlight not a campaign, per se, but a communication piece worth pointing out to loyal Cause Update readers. Warby Parker recently released its 2013 Annual Report which chronicles every. single. day. in the life of the company in 2013. Particular days are called out such as March 20, “the day the original 12 employees head to Guatemala” for 5 days for a corporate retreat/nonprofit partner site visit to experience the social impact side of their cause product. Other days share lessons learned or random facts about the daily culture of the company or the world in general (May 4: Iron Man 3, the highest grossing film of the summer opens this weekend).
Many companies point to their annual or CSR reports as evidence of their proactive communications. However, outside of analysts, university students and industry geeks, their carefully written prose seldom meets the eyes of a typical consumer. A light-hearted, interactive piece like this from Warby Parker is far more likely to engage said consumer. Even if they only click on a few days, they’ve learned more about Warby (or at least its culture) than they may have otherwise. The likelihood of sharing such an interactive, digital report? High. Kudos to Warby Parker for breaking yet another corporate mold and using smart communication to encourage consumers to learn more about their company and their mission.