Specsavers has transformed from a high street optician to a marketing powerhouse, boasting over 600,000 online followers. But, how did this brand overcome the challenge of standing out in a mundane category and engaging with audiences year-round?
Read on as we pull back the curtain on four of Specsavers’ innovative marketing techniques, offering valuable insight to a range of businesses looking to bring their brand identity to life and grab attention in a saturated world.
A clued-up content strategy
Specsavers plays a clever game when it comes to SEO. Whenever you search for most things eye-related, the brand appears within the first 5 ranking positions. Their website is packed with useful blogs and FAQ pages relating to real search queries, making them the go-to source of expertise for audiences. They’ve mastered the art of providing valuable content that answers questions, solves problems, and builds trust with their audience.
Engaging social media strategy
The brand knows how to keep their social content light, entertaining and on-trend, which keeps their followers hooked. Whether it’s relatability, laughter or even surprise, their content aims to evoke a strong emotional response to engage and connect.
They break away from traditional tactics and truly adopt a social-first, channel-optimised approach. They’re witty, responsive and always on the social beat – and that’s why the internet loves them! Check out this TikTok gem from the EUROs:
@specsavers
Spectacular stunts
Everyone’s seen the Specsavers van that crashed into a bollard…
And, whether you think it’s absolute genius or a complete flop, everyone talked about it. That’s what they wanted, right? And, how many other brands can do something like this time and time again, and still be relevant? Kudos to Specsavers for always being disruptive, especially in what’s traditionally been a fairly functional and educational category. They encourage word-of-mouth and shareability, reminding audiences they’re always there when you need them.
Accessible and inclusive representation
The brand stands out for its commitment to diversity, equality and inclusion by featuring a broad range of people in their marketing strategy. Whether it’s promoting glasses for different face shapes, or reducing the stigma of hearing aids for younger audiences, they try to make sure everyone feels included…which many brands still fall short on.
Specsavers’ marketing strategy is a prime example of brand marketing creativity at its best, proving brands should go back to basics and add entertainment value to be effective. After all, we’re all competing for audiences’ attention, so brands need to be bold, engaging and creative to truly stand out.
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