Photo Source: Specssavers
Specsavers’ “Should’ve Gone to Specsavers” campaign has become a masterclass in how humour, creativity, and cultural relevance can turn a simple message into a viral sensation.
For B2B brands looking to make a similar impact, there are critical lessons to be learned. This article delves into seven key strategies behind the campaign’s success and offers insights into how B2B marketers can adapt these approaches to strengthen their own marketing efforts.
1. Leveraging Humour to Build Relatability
Specsavers’ ads often showcase everyday mishaps, like misreading signs or confusing objects, which resonate with a wide audience. These relatable moments make their messaging more accessible, as everyone can imagine themselves in similar situations.
Using humour for marketing purposes isn’t exclusive to B2C; B2B can also inject some humour for personality or, depending on their brand voice, incorporating lighthearted moments to address common industry challenges can humanise your brand.
For instance, a SaaS company could humourously highlight the challenges of managing data manually to promote automation solutions.
2. Staying Culturally Relevant
Specsavers excels at staying current, often tying their campaigns to major sporting events, viral news, or trending hashtags. This keeps their brand part of ongoing conversations, positioning them as timely and in-the-know.
For B2B marketers, it would be best to monitor cultural and industry-specific trends closely. Whether it’s a new regulatory shift or a buzz-worthy innovation, tying your campaigns to relevant events allows your brand to stay top-of-mind and engage with your audience in real-time.
3. Using Creative Marketing Stunts
Specsavers is known for its creative marketing stunts, like the memorable staged van “accident” involving bollards. These stunts are simple, yet clever, capturing attention and encouraging social sharing.
Creative activations can work for B2B as well. Think about organising memorable experiences at trade shows or conferences—interactive booths or unexpected giveaways can spark interest and drive engagement, especially when attendees share these moments with their networks.
4. Adopting an Always-On Marketing Approach
Specsavers doesn’t rely solely on one-off campaigns but maintains a consistent flow of content across multiple platforms. This steady stream of content enables them to capitalise on unexpected moments and sustain visibility over time.
Establish an always-on marketing strategy that keeps your brand visible between major campaigns. Regularly share insightful content, industry updates, and engage with your audience in real-time. This ensures that your brand stays relevant and top-of-mind, especially when new opportunities arise.
5. Partnering with Influencers Authentically
Specsavers chooses influencers whose values align with their brand, focusing on building authentic relationships rather than flashy endorsements. This strategy builds credibility and ensures their campaigns feel genuine and relatable.
Consider collaborating with trusted industry leaders or niche experts. These influencers bring credibility and can help position your brand as a trusted resource.
For instance, a manufacturing company might partner with an industry analyst to share insights about product innovations, boosting authority and trust among your audience.
6. Crafting Emotional Campaigns
Specsavers’ campaigns go beyond humour; they often feature emotional moments that surprise, delight, or make people laugh. This emotional connection enhances memorability and encourages social sharing.
Emotions play a significant role in B2B decisions too. Share impactful customer success stories, highlight industry challenges that resonate, or celebrate milestones that evoke pride. Emotional connections strengthen relationships and build loyalty, while word-of-mouth referrals become more likely.
7. Mastering the Art of Earned Media
Specsavers designs campaigns that are not only engaging but also inherently shareable. By creating content that naturally garners media coverage and social shares, they expand their reach without relying heavily on paid advertising.
Focus on creating content that invites sharing—whether it’s thought leadership articles, behind-the-scenes videos, or even industry-specific humour.
A clever infographic or a witty commentary on an industry trend can spark conversations and extend your brand’s reach organically.
What B2B Brands Can Learn
Specsavers’ viral success isn’t the result of chance. Their ability to blend humour, cultural awareness, creativity, authenticity, emotional resonance, and shareability serves as a powerful model for impactful marketing.
For B2B brands, traditionally seen as more formal or conservative, these strategies offer a path to stand out in an increasingly crowded digital space. Start by experimenting with humour in your messaging, aligning with current trends, or partnering with trusted influencers.
Over time, these approaches can transform the way your brand engages with its audience and drives meaningful business results.