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

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

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
Share

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More