Fashion, Beauty and Healthcare Campaign

Fashion, Beauty and Healthcare Campaign


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.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).