Brief

To deliver storytelling services for Specsavers across press and social media and build and train a network of community champions to help activate the brand’s ‘pillar of the community’ ethos.

Delivery

Freshwater develops tailored communications plans, working in tandem with the national PR team and the stores in Wales, to promote Specsavers’ expertise in eye, ear and domiciliary services.

Communication focusses on clinical expertise and community outreach to enhance Specsavers’ brand personality as a force for good.

Examples of activity showcasing clinical expertise include the patient case studies of Brett Exton; whose cancerous eyelid tumour was first spotted by an optometrist, and Karen Richards, who was found to have a rare tumour after a sight test. Both stories secured national UK coverage in the Independent, Mirror and Mail Online, as well as Wales Online.

Clinical expertise is also profiled through professionalism stories, such as the £700,000 relocation of a store, or store expansions.

Freshwater also drives the development of a network of community champions in stores, supporting them to participate in groups on Facebook to further share messages about the work each store delivers in the heart of their community conversations.

Results

In the last year:

• 280+ pieces of coverage – with positive year-on-year growth
• Reach in excess of 23 million (equivalent of hitting the total population of Wales 7.4 times a year)
• 82% positive sentiment, 18% neutral and 0% negative
• 77% share of voice