Specsavers’ YouTube soccer collection celebrating ‘Britain’s Finest Worst Staff’ delivered model likeability scores amongst Gen Z comparable with Netflix.
How do you attain a socially savvy Gen Z viewers overloaded with on-line content material with out alienating your core buyer? That was the query dealing with Specsavers.
What unified these two audiences was a love of soccer. The model’s ‘Ought to’ve gone to Specsavers’ tagline was often utilized by followers on social media to explain dangerous on-field selections. Moderately than poking enjoyable at errors, Specsavers determined to rejoice “lovely errors” by championing ‘Britain’s Finest Worst Staff’.
Working with company Tangerine, the model requested the nation to appoint novice soccer groups in want of assist. Of the 1,500 nominations obtained, Specsavers selected Swansea-based Cwm Albion.
Cue an eight-part YouTube collection following the ups and downs of the season, and the human tales behind the membership. Narrated by Lionesses icon Jill Scott, the content material was repurposed as bespoke cutdowns and teasers for Specsavers’ social channels.
The collection gathered momentum, with episode two revealing Harry Redknapp because the membership’s star coach, delivering 7 million impressions and a 10-minute slot on ITV’s This Morning.
Specsavers labored with creators together with YouTuber Chunkz, whose content material alone generated 1 million views and a mean watch time of 5.27 minutes on TikTok and YouTube. The retailer additionally partnered with Copa90, with episodes on the soccer media website’s YouTube channel reaching 1.4 million.
Seen by over 32 million folks, the content material impressed model likeability scores amongst Gen Z comparable with Netflix and Amazon. The content material drove a 10-percentage level uptick in top-of-mind consciousness amongst 16 to 34s and a nine-percentage level uplift amongst shoppers aged 55 to 64.
The marketing campaign drove a 17-percentage level improve in consideration versus rivals and delivered 105,000 appointments, serving to Specsavers scoop the 2025 Advertising Week Award for Finest Use of Social Media.
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