As the UK edged out of the second UK lockdown, at a time when the mood of the nation was low and worry was palpable, we wanted to create inspiring content to help lift spirits, positioning Specsavers as a caring company, committed to customers and their communities.
As part of a wider programme of marketing activity, we developed and implemented a programme of activity that focussed on showcasing insights and stories that drove authentic smiles – based on the insight that a smile can be felt through the eyes, even when wearing a mask – the emotions that fuel them and the stories behind them.
The campaign kicked off with the Real Smiles study – a nationwide survey that explored what constitutes a genuine smile and the triggers that sparked a reaction during the pandemic. A compliment? Sunday lunch with the family? Ultimately, smiling was key to maintaining a positive outlook in this most challenging of times.
We partnered with De Montfort University Leicester and a leading expert in reading facial expressions to give our scintillating survey findings, scientific facts and commentary true impact.
To drive reach further we recruited father and son TV duo Martin and Roman Kemp – whose on screen antics had kept the UK giggling through the pandemic – to front the media launch, sharing their own experience of lockdown and how they’d kept their spirits up.
Working with partner agencies we created shareable social video starring our ambassadors that gave viewers a whistle-stop tour of our survey findings, which went live alongside our survey and a series of radio broadcast and digital interviews with Martin and Roman.
We closed off the campaign with a UK search for local heroes that had helped generate authentic smiles through their commitment to making a positive difference in their communities during lockdown. Nominated by their neighbours via social media, regional winners received ‘good cause’ donations to support their ongoing work and a congratulatory video call from the Kemps. These calls were utilised in a second round of video shared across Client and ambassador channels.
A campaign that generated genuine talkability and good feeling towards the brand – Something to Smile About was an opportunity to embrace optimism and reinforce Specsavers position as a brand that cares.
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