Specsavers

The Objective 

Specsavers is the world's largest privately owned eyesight and audiology retailer, with more than 2,465 optical, audiology, domiciliary and ophthalmology businesses across 11 countries. With a goal to drive cost-effective eye test bookings online across the UK, Specsavers came to TikTok for an engaging campaign that would capture a new audience. 

The Solution 

Together with media agency Manning Gottlieb OMD, Specsavers made use of TikTok’s Creative Exchange (TTCX) program, working with partner Uncovered to develop TikTok-first creative for their campaign. TTCX unlocks fast, scalable creative production for brands, with instant access to certified creative partners and some of the best creators on TikTok – all of which can be managed in a simple workflow. 

The native-style ads utilised creators and featured educational content, while also including clear CTAs and on-trend digital voiceovers to drive action. To ensure they were able to effectively optimise the campaign, Specsavers installed the TikTok Pixel with full-funnel events tracking.

The brand utilised In-Feed Ads with a Web Conversion objective to maximise eye test bookings on site. Then, once live, the campaign used a mix of prospecting, retargeting and lookalike audiences to target potential customers based on user interests, behaviours, and previous brand engagement. The team also followed a weekly budget scaling test to amplify booking volume, resulting in an 85% increase in daily TikTok conversions on average, while maintaining cost efficiency. 

Hooking users in through authentic, relatable, and real-life content, the Specsavers campaign was captivating, engaging, and tailor-made for the TikTok environment.

The Results 

Specsavers' first web conversion campaign was a huge success and overachieved on all KPIs. The campaign generated 26.8K online eye test bookings, 30% below the target CPA and 5x below the CPA ceiling. Results demonstrated the power of TikTok to drive cost-effective conversions for Specsavers.