Executive Summary

Tasked with continuing to build Specsavers style credentials in London, we truly believed that the London Evening Standard had the power, credibility, audience reach and understanding of the brand to create a fully integrated campaign once again. The ES editorial team have created content which has put Specsavers in a style arena that they have not reached previously. The photography has created such an impact that the brand have even amended their photography style to be in line with this. In addition, ES are also the official media partner of LFW, which has opened doors for Specsavers they may have struggled to achieve alone.

Background and objectives

Specsavers is known for offering value frames, but perception has been that they are not necessarily the place to go for fashionable frames. Through this style partnership we wanted to achieve the following objectives:

• Showcase the breadth and quality of Specsavers frame range • Improve perceptions of Specsavers style credentials • Improve consideration amongst target non shoppers • Front of mind awareness for frame range • Drive re-appraisal as a stylish glasses provider • Drive sight test and sales within stores across London

Insight and strategy

Evening Standard readers are avid consumers of style, from haute couture to high street; they value the experts view on what to wear each season, the labels that really matter and much more. Having realised that the Evening Standard Fashion pages and online channel would provide an innovative way to engage the Evening Standard audience across all platforms, Specsavers then started to work incredibly closely with the Fashion Editor, Karen Dacre; one of the most esteemed names in British fashion. Together they developed a new and exciting branded content proposition to sit within this title.

The collaborative work delivered quality, relevant and regular content which strengthened the brand’s relationship with the Evening Standard audience and helped to communicate the ‘fashion, trend followers’ message.

The plan

Utilise the strength of the Evening Standard in London to create a cross platform content solution consisting of newspaper supplements, fortnightly native online articles, and always on digital campaign with a dedicated hub, blogger activity at LCM and LFW, sponsorship of Fashion Scout ‘ones to watch’ catwalk show and a series of online videos featuring celebrities who are known for their style. These short videos consisted of interviews with these celebrities, discussing their ‘wardrobe style’. The videos were seeded throughout the Fashion Channel online, and will be utilised by Specsavers within their own website going forward.

The campaign included:

• 5x four page print supplements – covering Spring, LCM, High Summer, LFW, Christmas party season style content

• 7x short videos – My Wardrobe • 20x native articles • Blogger attendance at LCM & LFW creating content for social media as well as the print

supplements

The supplements included a combination of topical features, product round ups and original fashion shoots all incorporating Specsavers products and messages to deliver engaging fashion content and strengthen the brands fashion credentials. The co-branded pages followed a grid format. The frame stylist at Specsavers worked with Karen Dacre to create a series of themed edits of stylish products. They also featured a 5x7 reader offer.

By using the ES data and insight team we were able to buy the digital element even more efficiently; 50% additional impressions (extending our audience targeting), 75% viewability, and 0.60% CTR.

The native articles were created using the content from the supplements, along with additional articles for any key new trends or seasonal interests. These articles were seeded within the Fashion Channel as well as the bespoke hub that has been created specifically to host all content created over the past few years of partnering with this publisher.

Results

This partnership has gone from strength to strength over a period of 3 years, with the ES team now demonstrating an abundance of passion and knowledge of this client. The campaign this year has proven bravery, innovation and outstanding execution against objectives.

To date we are seeing:

• Reader offer redemptions in stores to date have reached approx. 4,581. Bringing in 38.7% new customers

• Frame sales featured within the articles seeing a 21% average uplift in London against the rest of the UK stores

• Competitions have performed outstanding, seeing up to 16,230 entries to date • Having built such an association with the ES readers over the past few years, there is a

constant dialogue between Specsavers the ES audience, providing genuine and useful content, strengthening brand affinity, research conducted (sample of 509 readers), is telling us that:

o Specsavers is now their No1 destination for glasses and designer glasses in London

o 8 out of 10 readers saying they are likely to consider Specsavers for their next purchase of designer glasses

o Consideration for designer glasses purchasing has risen by 17% compared to pre-campaign

   

Specsavers’ client quote

“The partnership with the Evening Standard has enabled Specsavers to put our brand among fashion retailers and in fashion arenas where we previously did not have a presence. My highlight of the partnership this year is the native content which has been produced for online which has not only focused on the style aspect but weaved in some of the other key objectives for London such as contact lenses and eye health”. Elaina Le Tissier, Divisional Marketing Manager