Swift Specsavers: Turning Gary Barlow's Glasses Mishap into a Viral Newsjacking Triumph

I recently read this story in PR Week: ''There was no prior planning with Gary Barlow' – Behind the Campaign, Specsavers", which captured my attention because it detailed a campaign that was so simple, but so clever, and it truly embraced the essential elements that make up an effective newsjacking campaign.

As a result, I wanted to do a deep dive into the campaign and why it proved so successful and how you too can apply the same essential ingredients to shape your own newsjacking efforts. (Hopefully, just as successfully.)

First things first, you might be asking, 'What actually happened in the Specsavers' Campaign?'

Well, Specsavers skilfully engaged in newsjacking by capitalising on the humorous '#glassesgate' saga when Gary Barlow broke his glasses during the European leg of Take That's tour.

Now, seizing on this opportunity, Specsavers quickly purchased tickets to Barlow's next show in Bologna and hand-delivered a new pair of glasses to him, transforming a minor celebrity mishap into a clever, memorable brand interaction, with the byproduct being significant public attention on social media. 

So now you’re asking, 'So, how is this newsjacking?'

Which leads us to defining again what newsjacking is.

Newsjacking is the art of injecting your brand into a breaking news story by leveraging timing, relevance and creativity. (That’s it in a nutshell and that’s exactly what Specsavers did. And well.) 

"Newsjacking is the art of injecting your brand into a breaking news story by leveraging timing, relevance and creativity." 

The Specsavers Campaign

Specsavers capitalised on Gary Barlow's broken glasses by taking immediate action. (Read PR Week’s article to get a handle on how they did this, as it’s pretty impressive.)

This move put the brand at the centre of attention, delighting fans and reinforcing their brand message and values.

Keys to the campaign's success

The reason it worked so well…

1. Timing is Everything:

Specsavers' swift reaction to Barlow's situation was crucial.

2. Perfect Brand Fit:

The story of Barlow's broken glasses was a natural fit for Specsavers.

3. Engagement and Interaction:

Direct engagement with Barlow and his fans through social media amplified the campaign.

4. Strong Client-Agency Relationship:

Seamless communication between Specsavers and their agency facilitated rapid decisions and actions.

5. Creative Execution:

The campaign was cleverly executed, using a wonderful storytelling approach. 

"The campaign was cleverly executed, using a wonderful storytelling approach." 

Now, how can you apply these principles to your own business?

These are the essential ingredients to being able to newsjack breaking news (btw, it doesn’t have to be major news)…

1. Build an Agile Team:

Establish a team to monitor trends and cultural moments. This might involve using: 

• Social media listening tools (like Hootsuite or Brandwatch) to scan social media conversations for emerging trends.
• Google Trends to show you what people are searching for at any given time.
• News aggregators and alerts (like Google News or Feedly) to stay updated on breaking news and developments in your industry.
• Hashtag tracking via trending hashtags on social media platforms like X, Instagram orTikTok to understand what content captures public interest. Platforms like Hashtagify can help you discover popular and relevant hashtags.
• Milestone calendars (like our September calendar) that outline significant global and local events, holidays and observances to help planning content around times with heightened public interest. 

2. Create a Brand-Story Fit:

Ensure that the stories you're considering align with your brand's message and values.

3. Employ Strategic Timing:

Consider timing to maximise impact.

4. Boost Engagement with your audience through personalisation:

Interactive campaigns that truly engage your audience can significantly boost engagement.

5. Innovate with Execution:

Think creatively about how to deliver your message.

6. Measure and Reflect:

Analyse the results of your campaigns and learn from them.

Conclusion

Specsavers' successful newsjacking campaign demonstrates the potential of quick and clever marketing in the digital age.

By responding swiftly to opportunities, aligning with their brand message, and engaging creatively with audiences, you can replicate Specsavers' success and create memorable experiences that resonate with your customers. 

"By responding swiftly to opportunities, aligning with their brand message, and engaging creatively with audiences, you can replicate Specsavers' success..." 

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