CASE STUDY: Specsavers create standout with InStyle.co.uk
Provided by Time Inc. UK
When Specsavers needed to drive a more modern and fashionable brand image to a fashion conscious audience - with success
What was the Challenge / Background of the Campaign?
Building on the success of previous advertising campaigns, Specsavers wanted to maintain and build brand awareness amongst a fashion conscious female audience, they sought to drive a more modern and fashionable image with the ultimate objective being to encourage purchase. InStyle the fashion and style bible from IPC is established as one of the leading fashion magazines in the UK and InStyle.co.uk showcases the hottest trends in fashion and beauty - As a must-visit online destination for fashion-conscious women, Instyle.co.uk proved the perfect fit for Specsavers.
What was the Campaign Objective?
- To maintain and build brand awareness amongst a fashion conscious female audience - To drive a more modern and fashionable image - To encourage purchase.
What was the Solution?
With Instyle.co.uk being at the forefront of fashion it was only natural that they would provide extensive coverage of the worlds most famous fashion events. A dedicated fashion week channel provided visitors with their daily fix for all the fashion week news, catwalk shows and parties. Specsavers sponsored the fashion week channel, providing a powerful branding message and excellent association with some of the busiest events in the fashion calendar. All advertising inventory was road blocked within the fashion week channel, creating huge stand out.
What were the Results?
Brand awareness: Although Specsavers is already a well known and established brand, awareness amongst Instyle.co.uk's fashion conscious female audience Instyle.co.uk was higher than those not exposed to the campaign. In fact, 61% of those that were exposed to the campaign agreed, "When I think of glasses I think of Specsavers", compared to only 44% of those that were not exposed to the campaign. Consumer behaviour: Likelihood to purchase from Specsavers in the future was higher amongst those exposed to the campaign than those that were not.
What were the Key Learnings of this Campaign?
The campaign proved a success for Specsavers in enabling them to harness the authority of the InStyle brand and its well-known association with fashion.