How do we make Specsavers relevant to an audience they’ve never spoken to before? (Gen z & millennials)

We sponsor and amplify the biggest YouTube Event ever held…

Sidemen are the biggest YouTuber collective in the UK, with 28 million followers across their group social accounts – a following dominated by Gen Z and millennials. Just four weeks before the sell-out Sidemen vs. YouTube All-Stars charity football game was going ahead, we negotiated headline brand sponsor for Specsavers  – but wanted to do so in an authentic way that surpassed a straightforward, blanket branding sponsorship.

The creative

In-match entertainment, interviews and blanket social content across TikTok, Facebook and Instagram were a logical fit for Specsavers – with the brand being a major presence in football commentary throughout the year thanks to our reactive social efforts, and Specsavers’ recent Best Worst Team campaign featuring Stephen Tries, who is friends with the Sidemen, and was commentating at the match. The latter led to the team at the heart of the campaign, Cavaliers FC, even making an appearance as a half-time act of sorts for the game, all sporting Specsavers-branded strips.

2.6m

Concurrent live viewers across
Gen Z and Millennials

27k fans

at the game

Related work

Related work