Fashion, Beauty and Healthcare Campaign

Fashion, Beauty and Healthcare Campaign

Specsavers

Specsavers went into partnership with Penguin, Britain’s biggest crime-fiction publisher, in a successful bid to raise awareness among readers in general and lovers of crime thrillers in particular.

The initiative followed research that showed reading was a key trigger for wearing glasses, especially when readers find they need to hold a book at arm’s length.

Each day for a week, using the Specsavers and Penguin Twitter feeds, crime thriller fans were able to guide elements of a plot with the best suggestions judged by Specsavers, Penguin and Manning Gottlieb OMD.

The result was a physical and digital crowdsourced novella that was downloaded more than 100,000 times. The content was seen almost 30 million times on Twitter and turned 51,000 Twitter users into authors.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More