Vision Express
Off the back of a new strategic direction, there were a number of gaps identified in Vision Express’s social content: educational employee-led content, social-first filming, and SEO-informed content for social search.
To help close this gap, we ran a series of four social-first shoots, educating our audiences about Advanced Eye Tests with engaging, optometrist-led, direct-to-camera videos; trend-led content highlighting key audience challenges and Vision Express’s solutions; key search terms like face shapes; as well as more lighthearted, more fashion-forward content featuring models across a range of ages and genders to reflect our target audience.
Results: 118% increase in avg engagements, 33% increase in avg views, 28% increase in avg reach
David Clulow
Outside of influencer activations, content for David Clulow on social had been hi-fi, or heavily graphics-based. Similar to Vision Express, there was a clear need for social-first content, while balancing David Clulow’s more elevated positioning. Content was split between educational content around the Style Service and Optom USPs, as well as working in more fashion and lifestyle-forward trend content to build relevance with our audiences, working with models representative of our target audience.
Results: 200% increase in avg. views, 123% increase in avg engagements
I led end-to-end creative across both brands, from pre-production through to editing and post-production, combining creative direction with hands-on filming and talent direction.