Agency: MG OMD
The search strategy for Specsavers has always been to ‘dominate brand,’ which maximises impression share across the pure-brand term, [Specsavers]’. This ensures we remain visible to prospects showing intent and protects our brand real-estate when competitors are present. But as the leading Optician on the high-street this wasn’t cheap, and this led us to question whether this investment could drive incremental outcomes elsewhere. Incrementality testing confirmed our hypothesis that [Specsavers] drove low incrementality thanks to strong organic visibility but turning off brand all together could still leave us at risk of being hijacked by competitors. We set ourselves a challenge to build a product that would protect our brand but only when it mattered.