Ask the Expert, Not Google

Client

Specsavers

Services

Insights, Strategy, Social Media

Department

Consumer

A Q&A community group, manned by Specsavers experts

From impaired vision and persistent headaches to blocked ears and broken hearing aids, more and more of Specsavers’ audience were turning to social channels, and the wider internet, to ask questions they would have usually asked in-store. With the trustworthiness of information sources being scrutinised more than ever, we needed to offer a better option for Specsavers’ audience.

The creative

To bridge the gap between the in-store Specsavers experience (limited to urgent care at the time due to the COVID-19 pandemic), and people turning to untrusted sources on the internet for guidance, we launched an Ask the Expert community group as an off-shoot from the main Specsavers Facebook page.

Our Ask the Expert group comprised a rota of trained optometrists and audiologists, on-hand to answer consumer questions between 9am and 10pm, seven days a week. Membership grew by 157% in the first week, with sight and hearing questions appearing instantly – demonstrating Specsavers’ ability to understand the needs of its customers, and adapt its operations to meet demand.