Specsavers has appointed Tangerine Communications to lead its UK social media strategy, following 12 months of award-winning work delivered by the agency.
The employee-owned creative communications agency secured the account after winning a three-way competitive pitch and will be responsible for delivering the editorial social media strategy, digital content creation, social comms distribution and online community management for the business.
Tangerine was invited to take part in the competitive pitch process following the success of recent projects it delivered for the brand, such as its social campaign for Specsavers’ sponsorship of the Ashes that included the famous Jack Leech tweet.
Commenting on the appointment, Victoria Clarke, Head of Marketing Activation at Specsavers said: ‘We are delighted to have Tangerine on board leading our social comms strategy for the foreseeable future to ensure our customers are kept informed and engaged as we navigate these difficult times.
‘The Tangerine team had already proved that they could make an impact with the award-winning Ashes campaign and ongoing social media activity. They have very ably demonstrated how integral it is for us to deliver a strategy that is customer-first, that can deliver editorially on the brand’s core objectives, and drive brand saliency and positive sentiment through creative storytelling, especially during these challenging times. This level of insight and the team’s passion is second to none.’
This month, Specsavers launched its new marketing platform ‘Something To Smile About’. The fully integrated campaign is being led by a coordinated PR and social comms approach to make Specsavers synonymous with real, authentic smiles, the emotions that fuel them and the stories behind them.
Mary Harding, MD at Tangerine Comms, said: ‘Specsavers is famed for its marketing activity and we’re very excited to partner with them and help drive forward the value social comms can play in brand communications.
‘We'll be working to implement a social media strategy which truly reflects the needs of the brand and its joint venture business partners, multiple departments and a huge network of stakeholders to deliver stand out work. Most importantly, we’ll consider the audience to craft an approach that addresses their needs, while enabling Specsavers to achieve its objective to make a positive difference to the lives of everyone through better sight and hearing.’