Generating sales of safety specs for Specsavers Corporate

The challenge

Our mission was simple: drive awareness and sales of Specsavers’ new range of safety eyewear. How? By showing tradespeople that they don’t have to sacrifice style for comfort and HR professionals how quick and simple it is to protect their people.

Capturing Attention

Propelled by our core campaign message “protection without compromise,” we got the attention of our key audiences in the places they spend their time, with creative we knew would resonate.

👷‍♀️ Tradespeople

For those who wear safety glasses every day, quality, comfort and performance are what matter most.

So, we led with authentic, relatable photography of real tradespeople wearing the new glasses, proving they could protect themselves and their livelihoods without compromising their ability to do their job quickly and effectively – and look stylish while doing it.

Long-gone are the days of having to balance safety eyewear over your specs or (yikes) going without altogether!

👨‍💼 HR professionals

The priorities here are as you’d expect: meet regulatory duties by providing the right protection for employees and be able to do so quickly and easily.

For this audience, as well as showing the new product in situ, we provided clear explainers on how the new range meets compliance obligations and the ease of Specsavers’ voucher process.

We carefully selected channels that would make the biggest bang with our target audiences:

📱Social media – Scroll-stopping creatives caught attention on feeds and drove traffic to the website, with a ‘test and learn’ distribution strategy deployed to maximise results.

📰 Trade media – Securing data-led features in key publications including Manufacturing & Production Engineering Magazine, Professional Builder and Industrial Compliance reinforced credibility and got us in front of key decision-makers.

💬 Trade forums – We got real-world validation of the new product from an active audience of tradespeople using trusted online forums to learn and connect with peers.

Client Specsavers

Services All Projects , Creative , Digital , PR , Social Media , Strategy , Studio

Attention
converted

52%

increase in sales of safety eyewear
54%

increase in customers
30%

increase in traffic to safety eyewear site
29K

web sessions
920K

impressions
6,500

views of media coverage

Lauren Raffa, Corporate Marketing Strategist, Specsavers

“We needed to reframe the conversation around prescription safety eyewear to show a large, diverse audience they don’t have to choose between safety and comfort. The industry-leading campaign by Tangerine delivered this crucial perception shift, resulting in a significant sales uplift in a short space of time. The team’s creative, dedicated and skilful approach allowed us to reach a range of audiences across numerous platforms with specific, relevant messaging. It has been a real success for the business.”

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