An eight-episode YouTube documentary following ‘Britain’s Greatest Worst Workforce’ helped Specsavers win over Gen Z and hit the nationwide headlines.
Specsavers had an issue. Whereas its ‘Ought to’ve gone to Specsavers’ tagline had turn into a nationwide catchphrase, the model’s heritage wasn’t connecting with youthful shoppers.
The enterprise was struggling to achieve Gen Z through broadcast channels and was witnessing a decline in engagement. The dilemma was methods to win over this youthful viewers with out eroding fairness with older prospects.
One cultural connection that appeals throughout the generations is soccer, a sport the place the phrase ‘Ought to’ve gone to Specsavers’ is frequently utilized to on-field gaffs. Teaming up with company Tangerine, Specsavers determined to place itself as a drive for good in soccer by championing ‘Britain’s Greatest Worst Workforce’.
After receiving greater than 1,500 nominations from novice soccer groups in want of significant assist, Specsavers settled on Swansea-based Cwm Albion. The crew set to work on an eight-episode ‘rags to riches’ YouTube documentary collection narrated by Lionesses legend Jill Scott.
Episode two alone – revealing star supervisor Harry Redknapp because the membership’s new coach – obtained 7 million impressions and protection on ITV’s This Morning.
Wales On-line documented the marketing campaign from begin to end, whereas episodes had been seeded on the Copa90 Soccer YouTube channel, reaching a further 1.4 million folks. Digital screens, murals, video projections and advert vans had been positioned in key areas to construct consciousness.
The collection was seen by over 32 million folks throughout the marketing campaign. The content material drove 105,000 appointments and a 17-percentage level enhance in consideration versus rivals. Prime of thoughts consciousness amongst 16- to 34-year-olds rose 10 proportion factors. Certainly, model likeability scores amongst Gen Z audiences had been comparable with Netflix.
Winner of the 2025 Advertising Week Award for Greatest Use of Content material, Specsavers reached over 160 million folks through PR and social, notching up 36 items of nationwide protection – 3 times its KPI.
