Creator Vision reposted this
Founder, Creator Vision: we help brands maximize their creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
CREATORS AS STRATEGY (BUSINESS RESULTS) Creators can drive massive impact but the key is focus: HAVE A SPECIFIC BUSINESS OUTCOME. Specsavers (UK) faced a unique challenge: how to let the UK know they were the largest source for hearing tests — despite being BEST KNOWN FOR EYEGLASSES. The answer? A nationwide “RICKROLL” featuring the one & only Rick Astley that brilliantly captured earned media and resonated deeply with the cultural zeitgeist. “The Misheard Version” campaign re-recorded Astley’s iconic “Never Gonna Give You Up” with intentionally incorrect lyrics ( “Run around with dessert spoons”), Specsavers created an unavoidable nationwide hearing test. The result? Within just eight hours, over 20 million plays and a doubling of online searches related to hearing loss. This propelled the campaign to become a nationally trending topic in the UK. The impact was undeniable: • 1220% increase in hearing test bookings • 138% rise in searches related to hearing loss Massive congrats to Golin for securing the first ever PR Lions Grand Prix awarded to a PR agency with sole creative credit. Alex Wood, CCO, Golin EMEA, shared “An Incredible result. This was an earned-first idea that started in laughter, but ended up changing how Brits hear” The key takeaway? Successful creator campaigns MUST be tied to one specific business outcome. In this case, it was expanding Specsavers’ reputation from eyeglasses to hearing tests, demonstrating the power of focused strategy and brilliant creativity. Congrats! #cannesLions #CreatorsasStrategy
Brilliant marketing!!
Steward: The Future of Food - Media, Search & Social Analytics & Reporting - Audience Insights
1moI feel like I’m still hitting a brick wall when I say “HAVE A SPECFIC BUSINESS OUTCOME”. For some (food) projects, it’s going to be brand awareness but for others it’s going to be conversion to get consumers in retail stores to buy. There is no one size fits all. (FYI, love your Cannes related posts. I’m traveling and still trying to catch all of them, lol!)