Specsavers × Florence By Mills: A Trend-Led Pinterest Play.

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 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.

What I Did

• Led campaign strategy and platform recommendation
• Selected “Make It Big” as the Pinterest Predicts trend to anchor the campaign
• Briefed creative around Pinterest formats and Gen Z visual preferences
• Worked with Pinterest’s creative strategy and insights team to fine-tune the approach
• Managed delivery, pacing and performance tracking
• Reported performance and learnings to brand stakeholders and platform reps

Key Highlights

• Selected a 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 the relationship with Pinterest through direct platform collaboration

In Their Words

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.