Storytelling to raise a smile

Specsavers has launched an advertising campaign across television, billboards, newspapers and radio that celebrates the positivity and joy that a smile can bring.

The adverts share the real-life stories of how Specsavers staff have cared for their customers and put a smile on their faces.

This storytelling approach has been used after the multiple experienced success with it during the first lockdown in March. Specsavers found that 50% of those surveyed who do not currently use Specsavers said they were likely try the company after seeing the customer stories.

Katherine Whitton, global chief marketing officer at Specsavers, said: ‘A smile is how Specsavers measures the impact we have on our customers. Their smile can come from relief of having their eye health checked, or from feeling good after getting stylish new glasses at a great price.’