Specsavers Finds Great Value in AdPlenty’s Automation of Local Facebook Ads

Central and Local Benefits

Specsavers Optical Group Ltd is a large British optician chain operating in Denmark through its subsidiary Louis Nielsen. Specsavers’ marketing efforts are organized so that nationwide campaigns are handled centrally from the headquarters, while other advertising is a combination of nationwide and local campaigns. These can include ads promoting available eye test appointments, city- or store-specific events, and birthday celebrations. Specsavers previously used an automated marketing solution for Facebook advertising, but its tools were neither agile nor intuitive to navigate. They sought a replacement and found it in AdPlenty, according to Rikke Rømer, Digital Marketing Manager at Specsavers.

"AdPlenty’s marketing platform is beautifully designed and easy to use. Compared to what we had before, it felt like a significant upgrade for us and our partners in the stores," she says, explaining that with AdPlenty, they have access to data dashboards and visualization options that were not available in the previous solution.

"The platform provides excellent insights into ad performance, whether you're reaching your core audience or not, and which ad templates resonate best with different target groups," says Rikke Rømer.

Greater Local Ownership

Rikke explains that local partners can order a customized ad from one of the platform’s many ad templates, all adhering to Specsavers’ brand guidelines, with just a few clicks. Once the ad is created, local marketing managers at Specsavers receive a notification, allowing them to review, correct any errors, and approve the ad. This approval flow ensures that both central and local interests are addressed.

Easy to Use

"For each store, we have defined a catchment area, a geographical delineation of the store's target audience in the local area. Based on the store's catchment area, we have created three different media packages – small, medium, and large – with varying reach objectives in the postal codes where the store wants to advertise," Rikke Rømer explains.

"The smart thing here is that partners don't have to deal with the technical aspects of Facebook advertising. They just choose a media package and ad template in AdPlenty and use Meta to maximize the impact of their ad spend. This can give our partners a greater sense of independence, as they can act as their own media agency without needing to be marketing experts."

Multi-Bookings

One product feature Specsavers finds highly valuable is the ability to make multi-bookings. Instead of creating the same campaign for multiple stores, the headquarters can create one campaign and activate it for all stores, saving local marketing managers a lot of time. Specsavers also uses AdPlenty as a content calendar for the year. Before Black Week, Halloween, Christmas, and other seasonal campaigns, they can pre-book all their online ads on the platform, ensuring they aren’t overwhelmed with local marketing tasks during the busiest times for national campaigns.

"We are very happy with our collaboration with AdPlenty. They have a good understanding of how to make performance insights more digestible for our partners and optimize our Meta media purchases, helping us maximize the impact of our partners’ ad budgets. In fact, we’ve had such great success with AdPlenty in the Nordic region that our Australian, New Zealand, and Canadian headquarters are also activating the platform for their local partners," concludes Rikke Rømer.