D.I.Blow Opticians

The strategy centred on building trust and visibility within a healthcare setting. Rather than purely promotional messaging, we focused on education, relevance, and local targeting. This allowed the brand to connect with audiences more meaningfully, positioning D.I. Blow as both approachable and credible.

Activity was structured to increase awareness at a local level while supporting long-term brand recognition across the wider region.

Local Reach, Branch by Branch

D.I. Blow Opticians operates across a wide footprint of independently managed practices throughout Nottinghamshire and Derbyshire – including Alfreton, Aspley, Bulwell, Eastwood, Hucknall, Ilkeston, Kirkby in Ashfield, Shirebrook, Sutton-in-Ashfield and Wollaton, alongside Jacksons Opticians in Glossop and Spybey’s Opticians in Southwell.

Rather than treating this as one homogenous brand, we built activity that recognised each practice as its own local business with its own community. Content and paid campaigns were tailored so that a patient in Bulwell saw messaging relevant to their nearest practice, while a patient in Alfreton or Aspley saw theirs – improving relevance, engagement, and ultimately conversion at branch level.

Results

• 117% increase in Facebook video views
• 317% increase in Instagram impressions
• 375% increase in Instagram reach
• 4,000+ clicks generated through Meta Ads
• £0.41 average cost per click

This resulted in a significant uplift in visibility, engagement, and traffic across key platforms.

Organic Social

Content was designed to be informative, accessible, and relevant to everyday concerns. We focused on topics such as eye health, common conditions, and the importance of regular eye tests, helping to position D.I. Blow as a trusted local expert rather than just a service provider.

This approach led to consistent growth in reach, engagement, and overall brand awareness.

Paid Media

Paid social activity was built around a highly localised approach. Campaigns were tailored to individual branches – from Bulwell and Aspley in Nottingham to Alfreton in Derbyshire – allowing us to target specific communities with relevant messaging. This ensured that users were seeing content tied to their nearest practice, improving both engagement and conversion potential at a local level.

The result was over 4,000 clicks at an average cost of £0.41, delivering strong performance at a highly efficient cost.

SEO

To support long-term growth, we implemented an ongoing SEO strategy focused on relevant healthcare and eyecare topics. Monthly content was developed to target commonly searched queries, improving visibility across search engines while providing useful, informative content for patients.

This has contributed to a stronger organic presence and a more valuable website experience.

Website and Brand Alignment

Following the addition of Spybey’s Opticians to the group, we supported the transition by aligning the brand and digital presence. The goal was to retain Spybey’s identity while ensuring it sat cohesively within the wider D.I. Blow group. This included refining visual elements and overhauling the website to create a consistent, professional experience across both brands.

D.I. Blow Opticians now benefits from a stronger and more consistent digital presence across multiple locations. By combining local relevance with a clear, educational approach, we have helped increase visibility, build trust, and drive sustained growth across both paid and organic channels