Specsavers
Tech and data
1. Objective
Drive appointment growth for Specsavers
2. Strategy
- Performance digital is indispensable when it comes to driving appointment bookings for Specsavers.
- Performance bookings dropped immediately after the lockdown was announced.
- By June 2021, our target audience of over 60's were partially if not fully vaccinated. Specsavers were pinning their hopes on the economy re-opening but core performance channels did not mirror the country's general optimism, and bookings driven by performance were down.
- We needed to revolutionise our planning and drive appointment volume growth for Specsavers.
3. Execution
• We executed a dynamic creative based on a live appointment feed for the closest Specsavers Store. To optimise the budget, the campaign was bought programmatically. Targeting included:
- Optimised towards key movement times for our target audience (e.g. when they are more likely to do their grocery shop)
- Time targeting mapped to Specsavers stores opening hours for each store.
- Age, defined through AI Facial Recognition.
- Geotargeting with proximity to Specsavers stores.
4. Results
- Our post-campaign analysis demonstrated strong results overall.
-
65 %
Spontaneous Awareness
-
40 %
Propensity to purchase