AMBASSADOR ACTIVATION

Case Specsavers

Since 2012 Specsavers is identifying and activating their true ambassadors on an ongoing base with the FRTRSS platform.

To reach these goals FRTRSS provides the ambassadors with unique experiences which take place on a number of touchpoints such as mobile, web and social.

Some activations are very niche targeted while other create a huge reach.

AMBASSADOR ACTIVATION

The Numbers

Up till now FRTRSS captured 50.000 people with monthly activations. These people were responsible for a total of 5.137 hours of direct brand engagement.

AMBASSADOR ACTIVATION

Promote, grow and introduce campaigns

• Owned media• Fb ads

• Re-targeting people already in the platform

Monthly ambassador activation

• Newsletter communication• Different experiences

• Selecting ambassadors to activate• Content creation resulting in

WoM

Ambassador publication• Publishing the ambassador

content in:• Owned media• The platform

• Ambassadors channels

Flow Launching the

platform

AMBASSADOR ACTIVATION

Dob in Your Dad

To make the brand more appealing to youngsters , Specsavers and FRTRSS created the ‘Dob in Your Dad’campaign.

Teenagers were asked to upload embarrassing pictures of their father and dress him up with all kinds of funny accessories such as mustaches, hats and spectacles. The campaign was run together with one of the largest Dutch fashion platforms to create visibility in the target audience.

The campaign resulted in hilarious content and a lot of sign ups in the intended target audience.

AMBASSADOR ACTIVATION

Friesland Eyewear

Mini site focused on people living in Dutch Province “Friesland”.

Specsavers offered a limited number of custom frames with the flag of Friesland. 50 frames where sold out within hours of going live.

We used a combination of targeted Facebook advertising, newsletters and local print media to drive traffic to the campaign site.

FRTRSS made an introductory movie consisting of typical elements coming from the province of Friesland.

By making a campaign relevant for a specific target audience Specsavers becomes a locally loved brand.

AMBASSADOR ACTIVATION

Facebook Sweepstakes

introduce new eyewear by Dutch designerduo Spijkers & Spijkers and engage the Specsavers Facebook community on an ongoing basis FRTRSS created a Facebook game in which people could select their favorite frame.

The whole app was branded with a video introducing the designers and giving people a feel for fashion and entertainment. Once a week Specsavers selected a winner.

The campaign continued for more than half a year and resulted in a significant increase in fans, a lot of sign ups, social sharing and a lot of positive reactions from the winners and other contestants.

AMBASSADOR ACTIVATION

Twitter Valentine’s Day

To create awareness, Specsavers launched a Valentine’s campaign where people had to Tweet who they liked while at the same time mentioning @SpecsaversNL and using the campaign hash tag #valentijninvenetie. The most romantic person won a trip to Venice.

FRTRSS created a campaign site showing all tweets and giving people the possibility to enter the contest. Traffic was ensured by mediabuy on Twitter in the form of Promoted Trends resulting in more than 20 thousand unique visitors in 2 weeks;

In addition ,Specsavers enjoyed a tremendous social media reach by thousands of Tweets mentioning the brand.

AMBASSADOR ACTIVATION

Specsavers Foundation

To support local charities Specsavers started a campaign in which charities can win a famous Dutch person as an ambassador for a day.

FRTRSS created a website where charities can create their own profile and people can vote on their favorite charity.

Charities call upon their fans to vote and thus create a viral effect resulting in awareness for the Specsavers foundation.

Social media monitoring has shown that Specsavers supported charities create a lot of positive social media reach for the brand .

AMBASSADOR ACTIVATION

Look a Like Awards

To heighten awareness around the brand and engage the existing ambassadorsSpecsavers launched the Look a like Awards.

FRTRSS created a website where people upload their own picture and a picture of a famous person they look like. The person who got voted the best Look a Like won a trip to London.

The campaign resulted in a large amount of sign ups, hilarious pictures and a huge amount of votes thus creating large growth in awareness.

AMBASSADOR ACTIVATION

April Fools

Specsavers and FRTRSS created a April fools joke around the idea that it is now possible to order a windshield for you car which is adjusted for sight.

Due to the enormous amount of attention significant media value was created. Results included publications on the Dutch largest media outlets such as Volkskrant and RTL. The campaign was voted amongst the top April Fool’s jokes of 2013.

See the next slide for an Infographic we made which highlights the campaign’s publications.

AMBASSADOR ACTIVATION

AMBASSADOR ACTIVATION

Social Media Training

An often forgotten but all the more important group of ambassadors are your own employees.

To engage the employees of Specsavers with their online acitvities FRTRSS gamified their social media ploicy

By translating this issue into a gamified quiz FRTSS created a solution for making employees a partner for online success.

All Dutch employees received written instructions as well as a custom USB button which automatically launches the quiz.

AMBASSADOR ACTIVATION

Find the contactlens

To promote contact lenses and engage the community Specsavers and FRTRSS created the ‘’Zoek je Lens’’ game. In this game people have to search for contact lenses in different pictures. Whoever is the fastest will win a year supply of contact lenses.

The game resulted in a huge number of plays (over 14.000 in just 10 weeks) and a lot of viral reach from people sharing their scores.

AMBASSADOR ACTIVATION

Santa Claus: “Should have gone to Specsavers”

Valentines day: “Love is blind”

Mothers day: “You’re the best mom in the world!”

Sinterklaas: “Should have gone to Specsavers”

“Birthday of Princess Ariane”

“Last Queensday: The Queen’s hats for sale”

Unique Visuals for Facebook

AMBASSADOR ACTIVATION

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