SpecsaversHow Specsavers caught Gen Z's eye on Pinterest
When Specsavers crafted Pinterest-first creative, featuring trend insights, they saw their best brand lift results yet—and found their perfect audience.
Goal
Every retailer wants to connect with Gen Z (aged 18-24), but Specsavers had a specific challenge in mind: launching their Florence by Mills eyewear collection in a way that felt authentic, not forced. The team knew that traditional advertising wouldn't cut it—they needed to meet young fashion enthusiasts where they’re constantly looking for style inspiration.
The timing couldn't have been better. Gen Z have become Pinterest's fastest-growing audience,1 - with their searches increasing 19% year over year.2 These young Pinterest users aren’t just browsing—they are 25% more likely to engage with shoppable content on Pinterest.3 The campaign naturally optimized toward Gen Z, with performance data showing 85% of spend effectively reaching this engaged audience, while also connecting with users up to age 44.4
Strategy
Here's where Specsavers made their bold move. Instead of simply reusing ads designed for other platforms, they created ads specific to Pinterest following our creative guidelines. They also tapped into Pinterest Predicts, specifically trend packages, leaning into the "Make it big" trend that celebrated oversized, statement-making fashion choices.5 Their creative mix added to the story: close-up shots highlighting the frames' distinctive purple-silver colours, lifestyle videos showing the collection in action and styling tips for pairing chunky frames with casual outfits.
Each ad featured the "Make it big" Trend Badge, aligning their eyewear collection with Pinterest's wider style predictions. Previous campaigns that just repurposed content had seen directional brand uplifts.6 This time was different—by connecting their frames to a broader fashion conversation, they made their product part of a moment. The results spoke for themselves: strong creative recall for Florence by Mills, and a clear path from inspiration to purchase for this fresh collection.
“
What really made the difference was creating content specifically for Pinterest, rather than just reusing what we'd made for other platforms. When we combined that with the Pinterest Predicts badge, we saw the kind of engagement we'd been hoping for."
Hannah Willson,
Digital Media & Technology Strategist, Specsavers
Results
Short-term campaigns typically struggle to move brand metrics significantly, but this was Specsaver’s best performing brand lift study on Pinterest.7
Specsavers achieved a CPM nearly 75% below their benchmark, reaching millions of users.8 Their video content generated high engagement, with CPV performing 95% better than benchmark.8
These weren't just numbers—they were proof that when you speak to your audience in their language, on their platform, they listen.
+8.2 points
increase in aided brand awareness8
+12.2 points
increase in Pin awareness8
+4.3 points
increase in both action intent and brand favorability8
Explore Related Resources
Pinterest Predicts
Tap into upcoming trends like Specsavers did. Explore Pinterest Predicts, our annual trend forecast that helps brands stay ahead of what's next. Learn more about trend insights and badges.
Creative best practices
See how to create standout content specifically for Pinterest. Get tips on formats, sizing, and creative approaches that connect with Gen Z audiences.