CASE STUDIES
Evolving brand positioning with video
Learn how we helped Specsavers reposition their retail service offering through a creative video campaign amplified with paid activity.
Challenge
Already well-known for their eye care services, Specsavers wanted to become recognised as a hearing care provider too. They came to us for an innovative solution to engage patients in new ways and help with this repositioning. We were challenged to create a campaign that communicated Specsavers’ medical expertise, their commitment to customer care and the accessibility of their services.
Approach
We devised a video-led brand strategy and creative video campaign that repositioned Specsavers as a provider of both eye care and hearing services. We created two video education series and a web commercial. Content featured interviews with leading optometrists and a family that had experienced the life-changing benefits of hearing aids. Showcasing medical experts as well as patient stories helped empower patient decision making while giving human reasons to choose the brand. We promoted the videos as part of a targeted Facebook and YouTube advertising campaign, taking the brand’s new message to a wider audience.
Results
We delivered a successful video campaign with over 1 million views, introducing Specsavers hearing services to a wider audience and helping to reposition their offering.
- Increased exposure of Specsavers audio services
- Increase in web traffic to Specsavers social media channels
- Increase in social media engagement and subscription rates
