For many brands, TV advertising is often viewed as a channel for building awareness – but when planned strategically, it can also deliver measurable business performance. That’s exactly what Mostly Media achieved for Glasses Direct, the UK’s leading direct-to-consumer optical retailer.

 

Appointed as Glasses Direct’s TV media agency in 2018, Mostly Media was tasked with creating a campaign that would not only reduce acquisition costs but also strengthen the brand in an increasingly competitive market. 

 

The Challenge 

The online eyewear market was becoming more crowded, with both established high street retailers and digital-first competitors investing heavily in advertising. 

 

Glasses Direct needed a media partner that could deliver against several ambitious objectives: 

 

• Reduce Cost Per Acquisition (CPA)  

• Increase prompted and spontaneous brand awareness  

• Improve advertising recall  

• Build long-term brand equity while maintaining media efficiency  

 

Rather than simply increasing TV investment, the challenge was to ensure every pound spent worked harder. 

 

Mostly Media’s Approach 

Mostly Media developed a data-led TV strategy focused on maximising value from every campaign. 

 

The media plan combined: 

• Optimised daytime TV placements to deliver highly cost-efficient audience reach.  

• Strategic TV sponsorship opportunities, including distressed sponsorship inventory, to secure premium exposure at exceptional value.  

• Continuous performance optimisation, using campaign data to refine media delivery and balance short-term acquisition with long-term brand growth. 

 

By carefully selecting inventory and continually optimising the schedule, Mostly Media ensured the campaign achieved both immediate commercial impact and lasting brand benefits. 

 

The Results 

The campaign delivered impressive results across both performance and brand metrics. 

 

Within the first two months 

• 33% reduction in Cost Per Acquisition (CPA) 

 

Over the following 24 months 

• 31% increase in prompted brand awareness  

• 18% increase in spontaneous brand awareness  

• 33% increase in advertising recall 

 

These results demonstrated that strategic TV planning can generate measurable commercial returns while strengthening brand perception over the longer term. 

 

Why This Campaign Worked 

Success wasn’t driven by increased media spend alone. It came from combining intelligent planning, efficient buying, and ongoing optimisation. 

 

Mostly Media’s approach ensured that Glasses Direct reached the right audiences at the right time, using cost-effective inventory without compromising on campaign impact. The result was a TV strategy that improved marketing efficiency while helping the brand become more familiar, memorable, and trusted by consumers. 

 

Summing It Up 

The Glasses Direct campaign highlights the value of working with an experienced media agency that understands how to balance performance marketing with brand building. 

 

Through strategic planning, innovative buying opportunities, and a relentless focus on results, Mostly Media delivered a campaign that reduced acquisition costs by a third while significantly improving brand awareness and advertising recall over two years. 

 

For brands looking to maximise the return on their TV investment, this case study demonstrates that the right media strategy can deliver both immediate performance gains and sustainable long-term growth.