Case Study: Specsavers achieves 32M views and 70% higher Gen Z consideration with Tangerine

Specsavers drives 32M views and 70% higher consideration with Tangerine

The customer Specsavers faced the challenge of refreshing its famous "Should've gone to Specsavers" slogan for a Gen Z audience, transforming it from a phrase that poked fun into a positive force for good without alienating its core customers. The vendor Tangerine was tasked with creating a socially savvy campaign that would stand out in a content-saturated online environment.

Tangerine's solution was to sponsor and create an eight-part YouTube documentary series about Cwm Albion, the self-proclaimed worst football team in the nation, which included a reveal of star coach Harry Redknapp. The campaign was amplified through PR, influencer activity, and OOH. The results for Specsavers were highly successful, achieving over 32 million views, a five-minute average watch time, 100% positive sentiment, a 10 percentage point increase in top-of-mind awareness, and a 70% increase in consideration with Gen Z.

Specsavers