Case Study: Specsavers boosts Gen Z brand awareness with Tangerine's Best Worst Team campaign

Specsavers Best Worst Team Case Study

The customer Specsavers faced the challenge that their famous tagline, "Should've gone to Specsavers," was widely recognized by Gen Z but not associated with their brand. Tangerine, a creative PR agency, was engaged to address this disconnect and make the brand famous with this key demographic.

Tangerine's solution was the "Best Worst Team, Season 3" campaign, which leveraged grassroots football imperfection. This included a nationwide search, a six-part YouTube series featuring football personalities, and amplification through The Rest is Football podcast. The results for Specsavers were significant: an 11% increase in brand awareness, a 2 percentage point lift in brand consideration, 635 pieces of coverage, and 25 million views. The campaign also achieved a 52% peak likeability among 18-34 year olds.

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