As the first COVID-19 lockdown forced most retailers to close their doors, Specsavers remained open throughout for urgent and essential eye health and hearing care, helping to alleviate pressure on the NHS.
Working with Specsavers’ in-house and agency teams, our job was to inform people they could place their trust in the brand.
Our approach saw us pivot to a turbo-charged, content-driven press office that was powered by facts, placing the brand deep at the heart of the local communities it served.
Reassuring a nervous population in the grip of lockdown became mission critical, as did driving customers to the Specsavers online Care Hub for guidance and expert support.
There was a public need for engaging, trustworthy content rooted in insight and storytelling that would build lasting brand consideration and positive sentiment.
A new 24/7, cross-functional content team managed communications in real time, reacting to the ever-shifting news agenda.
Our regional network was the perfect conduit for collating inspirational stories for press and social channels, with on-the-ground teams mining for content gold. Our stories of customer care brought real experiences of life enabling and lifesaving treatments, delivered by opticians and audiologists, to life.
Through a daily deep dive into the mood of the nation, utilising social analysis and search data, we were able to create a constant feed of SEO-rich, engaging content that spoke directly to the needs and answered the fears of customers.
From essential operational announcements around in-store safety measures, to tackling new challenges like preventing lens fog whilst wearing a face mask, our expert content answered vital questions and addressed burning issues across all channels.
Open For Care has been awarded Best Proactive Communications (Covid 19) at the PR Week Healthcare and Pharma Communications Awards – recognising the essential support and care provided by Specsavers to its customers throughout the pandemic.
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