Specsavers ⎯ Multi Ethnic Brand Reappraisal
From awareness to consideration across communities
Healthcare & Pharma
Retail
Brief
The objective of the campaign was to drive reappraisal of Specsavers among brand rejecters and non-considerers. Key goals included reducing brand rejecters by 2% year-on-year and increasing consideration from 62% to 66%.
The campaign targeted two core audiences across all multi-ethnic groups:
Adults aged 30–55 who wear glasses or contact lenses, supported by optics-focused messaging
Adults aged 60–75 who may require a hearing aid, supported by audiology-focused messaging
Strategy
To deliver both local and national impact, the campaign leveraged trusted community press titles with strong readership among Black, South Asian, Jewish and Chinese audiences. Titles were selected based on audience demographics, reach and relevance to each target group.
A total of 30 insertions were strategically distributed across the campaign period to ensure sustained visibility. High-frequency 25x4 column formats were used to maintain consistent presence and keep Specsavers front of mind within budget.
To maximise relevance, titles were aligned by age profile. Younger-skewing publications such as The Voice, Pride, Eastern Eye, Asian Standard, Asian Express and Bangla Post were prioritised for optics messaging, while older-skewing titles including Weekly Gleaner, Muslim News, Daily Jang, Panjab Times, Jewish Telegraph and Sing Tao were used to deliver audiology-focused communications.
This targeted approach ensured tailored messaging reached the right audiences, supporting brand reappraisal and increased consideration.
Results
Campaign contributed to uplift in consideration and reduced brand rejection
+18%
Above planned impressions delivered
30
Insertions drove sustained visibility across the campaign period
6+
Key community groups reached with multi-ethnic targeting
25x4
High-frequency formats supported strong message recall
More Works
(MRA — 02)
©2024
Specsavers ⎯ Multi Ethnic Brand Reappraisal
From awareness to consideration across communities
Healthcare & Pharma
Retail
Brief
The objective of the campaign was to drive reappraisal of Specsavers among brand rejecters and non-considerers. Key goals included reducing brand rejecters by 2% year-on-year and increasing consideration from 62% to 66%.
The campaign targeted two core audiences across all multi-ethnic groups:
Adults aged 30–55 who wear glasses or contact lenses, supported by optics-focused messaging
Adults aged 60–75 who may require a hearing aid, supported by audiology-focused messaging
Strategy
To deliver both local and national impact, the campaign leveraged trusted community press titles with strong readership among Black, South Asian, Jewish and Chinese audiences. Titles were selected based on audience demographics, reach and relevance to each target group.
A total of 30 insertions were strategically distributed across the campaign period to ensure sustained visibility. High-frequency 25x4 column formats were used to maintain consistent presence and keep Specsavers front of mind within budget.
To maximise relevance, titles were aligned by age profile. Younger-skewing publications such as The Voice, Pride, Eastern Eye, Asian Standard, Asian Express and Bangla Post were prioritised for optics messaging, while older-skewing titles including Weekly Gleaner, Muslim News, Daily Jang, Panjab Times, Jewish Telegraph and Sing Tao were used to deliver audiology-focused communications.
This targeted approach ensured tailored messaging reached the right audiences, supporting brand reappraisal and increased consideration.
Results
Campaign contributed to uplift in consideration and reduced brand rejection
+18%
Above planned impressions delivered
30
Insertions drove sustained visibility across the campaign period
6+
Key community groups reached with multi-ethnic targeting
25x4
High-frequency formats supported strong message recall
More Works
(MRA — 02)
©2024
Specsavers ⎯ Multi Ethnic Brand Reappraisal
From awareness to consideration across communities
Healthcare & Pharma
Retail
Brief
The objective of the campaign was to drive reappraisal of Specsavers among brand rejecters and non-considerers. Key goals included reducing brand rejecters by 2% year-on-year and increasing consideration from 62% to 66%.
The campaign targeted two core audiences across all multi-ethnic groups:
Adults aged 30–55 who wear glasses or contact lenses, supported by optics-focused messaging
Adults aged 60–75 who may require a hearing aid, supported by audiology-focused messaging
Strategy
To deliver both local and national impact, the campaign leveraged trusted community press titles with strong readership among Black, South Asian, Jewish and Chinese audiences. Titles were selected based on audience demographics, reach and relevance to each target group.
A total of 30 insertions were strategically distributed across the campaign period to ensure sustained visibility. High-frequency 25x4 column formats were used to maintain consistent presence and keep Specsavers front of mind within budget.
To maximise relevance, titles were aligned by age profile. Younger-skewing publications such as The Voice, Pride, Eastern Eye, Asian Standard, Asian Express and Bangla Post were prioritised for optics messaging, while older-skewing titles including Weekly Gleaner, Muslim News, Daily Jang, Panjab Times, Jewish Telegraph and Sing Tao were used to deliver audiology-focused communications.
This targeted approach ensured tailored messaging reached the right audiences, supporting brand reappraisal and increased consideration.
Results
Campaign contributed to uplift in consideration and reduced brand rejection
+18%
Above planned impressions delivered
30
Insertions drove sustained visibility across the campaign period
6+
Key community groups reached with multi-ethnic targeting
25x4
High-frequency formats supported strong message recall
More Works
©2024