Specsavers – Florence by Mills x Pinterest Campaign
Role: Biddable Account Manager (Manning Gottlieb)
Time Period: 2024
Channel: Pinterest
Focus: Gen Z awareness, trend-led campaign strategy, platform partnership
The Overview
Specsavers partnered with Florence by Mills to launch a new, Gen Z-focused eyewear collection. While at Manning Gottlieb, I led the paid social strategy for the campaign, choosing Pinterest as the hero platform and aligning our creative and targeting around the “Pinterest Predicts” trend report. This wasn’t just a media buy, it was a full-funnel trend-led activation that nailed both reach and relevance.
My Role
I spearheaded the campaign planning and platform selection, identifying Pinterest as the right fit based on Gen Z usage and seasonal trend forecasting. I worked closely with Pinterest’s partnership team, MG’s internal planning team, and Specsavers’ brand leads to execute a native-first campaign that felt platform-native and trend-relevant.
Key responsibilities included:
Leading campaign strategy and platform recommendation
Selecting “Make It Big” as the Pinterest Predicts trend to anchor the campaign
Briefing creative around Pinterest formats and Gen Z visual preferences
Working with Pinterest’s creative strategy and insights team to fine-tune approach
Managing delivery, pacing, and performance tracking
Reporting campaign performance and learnings to brand stakeholders and platform reps
Key Highlights
Delivered +10pt lift in ad recall and +8pt lift in brand awareness among Gen Z
Selected trend-led strategy that aligned perfectly with the eyewear collection's style and tone
Chosen as a Pinterest Global Success Story, now used in platform case studies
Strengthened relationship with Pinterest through direct platform collaboration
Demonstrated how cultural insight + platform fluency can drive real brand impact
Why It Matters
This campaign was a standout example of choosing the right platform and the right narrative. By backing the “Pinterest Predicts” trend strategy, I helped deliver a campaign that was timely, native, and culturally resonant — proof that when media, message, and moment align, results follow.
“The campaign drove a +10pt lift in ad recall and helped Specsavers show up where Gen Z actually hangs out, on Pinterest.”
Read more about this campaign here: Specsavers Gen Z Success Story