Warby Parker
Warby Parker was founded in 2010 with a rebellious spirit and a lofty objective: To offer designer eyewear at an affordable price, while giving back the ability to see to the global population.
Since its inception, Warby Parker has worked with multiple global partners in a mission to ensure that for every pair of glasses sold, a pair is given to a person in need of vision correction.
American Society for the Prevention of Cruelty to Animals (ASPCA)
The American Society for the Prevention of Cruelty to Animals (ASPCA) was the first humane society to be established in North America, and now boasts more than two million supporters across the country.
From Jan. 1, 2021to Dec. 31, 2021, ASPCA has assisted over 545,000 animals and relocated over 34,550 animals all with the mission of extending animals the same kindness and respect extended to human beings.
Now that I've met you Warby Park and ASPCA, please talk to me. What do you need?
Warby Parker and ASPCA have joined forces to find families willing to adopt pets from overpopulated shelters.
Due to the COVID-19 Pandemic, many animals have suffered from social isolation and need a home that will take care of them in the right way.
The goal is to give every animal and family a wonderful memory that will uplift them from the turmoil caused by the pandemic.
Now that I've heard you talk Warby Parker and ASPCA, here is what you need.
Warby Parker and ASPCA have joined forces to find families willing to adopt pets from overpopulated shelters.
Due to the COVID-19 Pandemic, many animals have suffered from social isolation and need a home that will take care of them in the right way.
The goal is to give every animal and family a wonderful memory that will uplift them from the turmoil caused by the pandemic.
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Warby Parker and ASPCA need to raise awareness of the animals that need homes.
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Warby Parker and ASPCA need to show how both parties can have a hand in healing each other.
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Warby Parker and ASPA need to show potential adoptees how to properly take care of their pets.
The Fur Baby Collection
Families interested in pet adoption can attend the Fur Baby Collection events where the adoptable animals will have Fur Baby tags.
The tags give the adoptable pets the chance to “introduce” themselves and find the best conversation that leads to a new family member.
*Cats will stay in the shelters for the Fur Baby Collection campaign, so they don't create cat colonies.*
First impressions really matter, so ASPCA will make sure their volunteers do their very best to be their voice.
First impressions really matter, so ASPCA will make sure their volunteers do their very best to be their voice.
Locations & Schedule
Labor Day Weekend
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Sept. 4 to Sept. 6
Columbus Day Weekend
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Oct. 9 to Oct. 11
Thanksgiving
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Nov. 27 to Nov. 28
Christmas Week
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Dec. 20 to Dec. 26
Butcher’s Dog Park
1782 Lancaster Dr, San Jose, CA 95124
Jemmy’s Dog Run
Broadway, New York, NY 10010
First impressions can be tough, so we are giving families and adorable pets more than one time to conversate and create a lasting connection.
Holiday time is about families joining together and making memories.
What better way to make a memory than to add a
Fur Baby to your family?
The Paw Values
Treat four paws how you would treat two hands.
We understand that taking care of a pet takes as much time as taking care of a family, so we want to establish the Paw Values to remind adoptees of what they are taking on.
Warby Parker and ASPCA will make sure both humans and pets will be well taken care of.
Owned Media
Shared Media
We will use the hashtag #furbabycollection to chronicle new family dynamics. ASPCA will share the social media content on their page as success stories of the Fur Baby Collection events.
With Warby Parker's help, ASPCA brings back a funny website to address a serious issue.
Warby Barker Website
The Warby Barker website will make a reprise and be used as the landing site for the Fur Baby Collection general and event information. This will also lead to the ASPCA website for those that want more information about pet adoption.
The Paw Values and all other information about how to care for your new Fur Babies will be available on this website.
Success Metrics
Social Media
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Like/shares
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Impressions
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Follower count
Website
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Unique visitors
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Warby Barker to ASPCA conversion
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Campaign information accessibility