Specsavers
Engaging Mumsnet’s trusted community elevated Specsavers as the go-to opticians for children’s eye health
“Working with Mumsnet allowed us to reach our target audience of parents effectively and highlight the importance of eye tests for children. The partnership really resonated with parents, helping to drive real behaviour change and encouraging them to take action.”
- Specsavers (2024)
Brief in brief
Drive awareness and consideration of Specsavers' children’s eye tests and frames while educating parents about the importance of prioritising children’s eye health.
Opportunity
Health is the third most-discussed topic on Mumsnet, with around 1 in 10 posts focused on children’s health. This highlights how mums turn to Mumsnet to seek advice, share experiences, and ask questions. By engaging this highly trusted and active parenting community, Specsavers can position itself as the go-to optician for children’s eye health.
Partnership overview
A campaign that blended expert advice with relatable, visually engaging storytelling and targeted messaging, designed to inform parents and inspire them to prioritize their children’s eye health.
Results
Ask the expert: “Do you have questions about children’s eye health?” thread
Ask the Expert: “Do you have questions about children’s eye health?”
>2k pageviews, 86 engagements, 1 min 22 secs dwell time
Ask the Community: “How did you help your child adjust to glasses?”
3.2k pageviews (+82% on KPI), 96 engagements, 2 min 15 secs dwell time
Editorial: Common Eye Problems in children
13.5k pageviews (+4% on KPI), 1 min 06 secs dwell time
(+69% on KPI)
Kids’ glasses to match parents’ style
10.1k pageviews (vs. 1% KPI), 41 secs dwell time
Guide to children’s eye tests for parents
12.6k pageviews (vs. 4% KPI), 56 secs dwell time
Social amplification of editorial content: 4.4 million impressions, 30.8k clicks (vs. 111% KPI), 0.7% CTR
Targeted display and Reach takeovers
23.9 million impressions (+37% vs. KPI), 0.05-0.07% average CTR (vs. 0.05% benchmark), 12.3k clicks to Specsavers’ website
