2022 Gold Performance Marketing Activity

Agency: MG OMD

Client: Specsavers

Campaign Name: Boosting sales for Specsavers with next-level data innovation in search

Campaign Overview

The mission was simple: ensuring the best-in-class service provided by Specsavers started from the customer's first interaction, by helping them find the most suitable store appointment according to their availability and location.

Strategy

Too much demand leads to increased waiting times, negatively impacting customer experience; too little means wasted resources and missed income.

The optician needed to redevelop its capacity management tool to improve the accuracy of its geolocation delivery.

To increase store appointment numbers, the agency needed to move beyond the constraints of existing architecture. Combining data previously only available in-store with location targeting and known heuristics around scarcity unlocked business growth for Specsavers. MG OMD also introduced tailored ad copy and linked the bidding strategy to outcomes.

Creativity

The existing live appointment feed had significant limitations but would still be beneficial if augmented. That involved a revision of Specsavers' first-party data, and a rebuild of technology and infrastructure to align with the media platform requirements.

MG OMD collaborated with Specsavers to bring together stakeholders from marketing and engineering, and media partners to overcome technology issues. First-party data was used and locations were dynamically added into campaign buckets, intricately linked to auction time bidding.

The paid-search team combed through 900-plus store locations and mapped out radii targeting for each of the stores, accounting for area crowdedness and travel time.

Appointment availability was manually scraped from every store, centralised in a cloud platform, and rule-based logic was used to dynamically rank each store.

Results

The strategy drove a 34% increase in store appointments at a decreased CPA of 23%. Meanwhile, the live appointment feed delivered a 45% improvement at a 28% higher CVR. This equated to an incremental 400,000 extra store appointments annually, unlocking an additional £27m revenue for Specsavers year-on-year.

The Team

MG OMD - Aaron Watkins, Paid Search Director