CASE STUDY: Specsavers and Hello! A Spectacular Partnership
Provided by Periodical Publishers Association
Specsavers launch a campaign to promote its new Digital Mirror technology & drive traffic to the website with Hello! magazine.
What was the Challenge / Background of the Campaign?
Specsavers launched a campaign during Autumn 2008 to promote its new Digital Mirror technology, which allowed consumers to "try on" a variety of glasses online by uploading a photo of their face to the Specsavers website.
What was the Campaign Objective?
To drive traffic to the Specsavers website and increase footfall into the stores, as well as to show Specsavers as a consumer-centric and innovative organisation
What was the Solution?
The campaign included:
Sponsorship of the 'Lifestyle' section of the magazine for two consecutive weeks with a double page spread and a two-page advertorial introducing the new Digital Technology.
Four week presence on hellomagazine.com with sponsorship of the home page, the galleries index page, and the Celebrity channel MPU, skyscaper and leaderboards across the website and leaderboard space in the weekly hellomagazine.com newsletter.
What were the Results?
The campaign caught the imagination of hellomagazine.com's users, with the site delivering impressive results for each of the four weeks that it ran with a click-through rate ranging from 4% to 12.6%.
What were the Key Learnings of this Campaign?
To effectively communicate with both younger and older audiences, Specsavers wanted to send out separate messages using different platforms for each.
For the older audience: editorial explanation in Hello! magazine
For the younger audience: an online presence on hellomagazine.com in the form of editorial features and a photo gallery of celebrities wearing glasses.