Specsavers reactive marketing strategy was quick off the mark yesterday morning when both The Sun and The Sunday Times ran with a sports headline that included the now-famous ad slogan “Should’ve gone to Specsavers”.
Using photographs of the two newspaper stories with the accompanying copy “We couldn’t have put it better ourselves #shgts Thanks @TheTimes @TheSunNewspaper”, Specavers marketing & in-house creative team, in partnership with Manning Gottlieb OMD were able to get the campaign live within four hours.
“Utilising Twitter’s TV targeting, we were able to quickly reach the football audience throughout Sunday. Coupling this with interest and conversation targeting across both Facebook and Twitter meant we were able to reach a relevant audience, in real-time, with relevant creative. This ensured Specsavers was at the heart of the nation’s football conversation throughout the day,” said Henry Arkell, Group Social Advertising Director.
Within a few hours the campaign was able to reach 4 million consumers interested in football and generate over 450,000 consumer engagements including 5,800 retweets on Twitter and 7,600 likes on Facebook.
Tim Langlois, Digital Marketing Manager at Specsavers, said: “Reactive marketing opportunities ensure that Specsavers can tap into real-time conversation nationally and maintain a relevant presence in-front of UK consumers. Opportunities like yesterday’s sports headlines play an ever increasing role in our brand marketing strategy."
Categories: Eyecare, Beauty & Healthlbbonline.com, Mon, 24 Mar 2014 17:13:24 GMT