This article is part of the Digiday Partner Program and is brought to you by MediaMath, the creator of the TerminalOne Marketing Operating System™
In 2009, Jeff Raider co-founded online eyewear purveyor Warby Parker with three friends in an effort to “create boutique-quality eyewear at a revolutionary price.” In the process, they built a digital marketing model that merged social good, social media, display and content that is a benchmark for online retailers.
Now, Raider is bringing that omni channel expertise to a new venture, online shave shop Harry’s. He answered your questions and ours about how he’s built the Warby Parker brand and how he’s applying lessons learned at Harry’s.
On their key strategy, social:
On lessons learned:
On branding across channels:
On using data to improve creative:
On where programmatic fits in his business plan:
On the key to inspiring consumer content:
Speaking of consumer content:
On pre-launch strategy online and off:
On the brick-and-mortar game plan:
And, again, thank you very much!
More from Digiday
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu