About the campaign
Specsavers has been a well-known high-street brand for almost 40 years. In 2021, the optician introduced its New Talent Programme, where candidates would take on two placements in different areas of the business and be given dedicated support, development and mentoring to enhance their progress.
It wanted to further improve this programme in 2022, tailoring its message to its broad audience of potential talent: from recent school leavers to apprentices looking for their first role, or existing employees looking to develop their skills. Specsavers used data to tweak its messaging to each subset of the audience across social media, job boards, print press and Google Ads. It used Instagram’s carousel function to show past participants of the programme and how they were able to progress as a result.
‘What could you make possible?’ was Specsavers’ first-ever social media competition, asking users to submit short videos of their personal goals with the favourites receiving prizes up to the value of £1,000. A branded landing page supported a smooth and simple candidate journey with everything they needed to know about the programme. An increase in social media impressions and visits to the Specsavers careers site meant the company could recruit the high-calibre candidates it needed, with a high proportion from under-represented groups.
Our panel said the winning campaign featured “clean and simple” creative, with bold and dynamic imagery, featuring authentic employees. A 25% click-through rate for application and a 50% completion rate showed how this campaign achieved massive cut-through rates with its target audience.