Case studies
How we helped Asda Optometrists disrupt traditional recruitment marketing and boost relevant traffic by 20%.
The UK clinical recruitment landscape is currently weathering a perfect storm, highlighted by a staggering 10.3% optometrist vacancy rate and widespread practitioner burnout.
Asda Optometrists needed to attract top talent but faced a unique perception hurdle: candidates openly worried they would be stacking supermarket shelves instead of practicing high-level community eyecare. They needed to shift their reputation from a retail giant into a people-first employer that genuinely champions clinical freedom.
This brief required us to shatter traditional, low-key sector norms and put their clinical Employee Value Proposition (EVP) directly into the spotlight.
- Conceptual creative
- Web design & build
- Creative
- Digital
- Media
- Social
- Talent attraction
- Video & photography
The solution
We launched 'Optometrists Anonymous', an integrated, video-led campaign designed to disrupt the industry and fundamentally reposition Asda's clinical employer brand.
- Creative Hero Concept: We produced a humorous, mockumentary-style hero video featuring professional actors and a pair of talking green glasses as a metaphor for clinicians who feel they’ve joined the wrong business.
- Targeted Content Pillars: We developed five shorter video edits rooted in real feedback to address industry pain points, focusing on vital elements of the Employer Value Proposition (EVP) like flexibility, clinical development, and patients over upselling.
- Strategic Funnel Deployment: We optimised the rollout across social channels to maximize Talent Attraction, utilising longer storytelling formats on LinkedIn and rapid-fire, under-30-second clips on TikTok to drive fast completion rates.
The results
Though built as a long-tail strategy to alter hearts and minds over time, the campaign delivered immediate, high-impact results that thrilled stakeholders:
-
20%
increase in relevant site traffic across the careers ecosystem throughout the campaign period.
-
27%
increase in sessions specifically targeting the Asda careers optometry landing pages.
-
52k
Massive digital engagement generating over 52k impressions, 9k social media engagements, and 8k direct campaign clicks.
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Get in touch
We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.
Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.
