HOW WARBY PARKER AND HERBIVORE ARE LEVERAGING THE SOLAR ECLIPSE IN BRAND MARKETING

Summary from the TLDR Marketing newsletter

By integrating the solar eclipse into their marketing strategies, Warby Parker and Herbivore Botanicals demonstrate how brands can leverage timely events to drive brand engagement. In addition to offering the glasses to customers in-store, Warby Parker also distributed them in Delta lounges, in schools, at the Top of the Rock observation deck, and at the Brooklyn Botanic Garden. Its goal for the eclipse activation was to engage with and give back to its local communities. Herbivore Botanicals launched a campaign called Eclipse Sun Damage on Monday’s eclipse. It curated a list of 50 influencers, geographically located along the eclipse’s path, and sent them a mailer of branded eclipse-safe glasses, SPF, and new skincare products.