Vision Express sees clearly with multi-format Spotify campaign
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Vision Express wanted to promote their Advanced Eye Test, aiming to increase eye test bookings and in-store visits by targeting potential customers during listening sessions on Spotify. A multi-format strategy helped the optical retail brand deliver a campaign that achieved eye-catching results.
Media mix:
Brand vertical: Retail
Objective: Gym membership sign-ups
Targeting used: Age, Interest, Behaviour
Market: UK
Flight length: Jan 6, 2025 – Feb 16, 2025
Agency: Mindshare UK
Activation channel: Programmatic (PMP)
Formats: Audio Everywhere, Overlay, Spotify Audience Network, Video Takeover
The Brief
Vision Express set out to tackle a common challenge for optical retailers: getting people to prioritise their eye health and book an eye test. They wanted to connect with listeners who might be due for a check-up but hadn't yet taken action. To achieve this, Vision Express sought to reach three specific audience segments: "Affluent Fashionistas," "Conscious Glasses Wearers," and "Trusting Traditionalists". Spotify was the ideal platform to reach these diverse groups because its engaged audience and data-driven targeting capabilities allowed Vision Express to connect with listeners who were already immersed in content they loved.
The Solution
To meet their goals, Vision Express employed a multi-format strategy on Spotify, utilising customised audio creative alongside display and Video Takeover ads, as well as reaching podcast streamers via the Spotify Audience Network. They crafted tailor-made audio for each of their three distinct personas, ensuring the creative resonated deeply. For instance, the messaging for "Affluent Fashionistas" highlighted the retailer’s range of designer frames, while "Trusting Traditionalists" emphasised reliability and advanced testing methods.
The chosen mix of audio visual ad products allowed Vision Express to reach listeners across various moments in their day—whether they were listening to music, engaging with podcasts, or actively browsing the Spotify app.
Video Takeover
The Impact
The campaign delivered outstanding results for Vision Express, performing significantly above benchmarks across all formats. They measured success through key performance indicators like clicks, views, and, most importantly, store visits—which increased by 92%, equating to over 7,000 additional visits during the campaign flight. This impressive store visit uplift, measured by AdSquare, clearly demonstrated the full-funnel impact of their Spotify campaign.
- +92%
visitation uplift
(Source: AdSquare, Feb, 2025) - +7k
incremental store visits
(Source: AdSquare, Feb, 2025)
The sense of closeness created through this personalisation not only strengthened brand awareness and favourability by enhancing message association but also drove a strong uplift in store visits.
Teresa Bartalini
Media Lead Optical Retail UK&IE, Vision Express
The Takeaway
This Vision Express campaign showcases the power of combining precise audience targeting with tailored creative on Spotify. The significant uplift in store visits proves that audio advertising can effectively drive lower-funnel metrics and real-world business outcomes. By leveraging Spotify's streaming data and third-party segments to reach specific personas with personalised audio and video, Vision Express created a campaign that resonated deeply with listeners—and led to crystal-clear positive results.