Very’s adoption of an OOH Plan + Play strategy saw them tapping into key audience moments, helping them achieve hugely successful revenue growth during 2018.
How Very found their perfect Autumn/Winter Moments
plan+play
PLANNED MOMENTS
Autumn/Winter Planned Moments
Targeting key audiences, often within walking distance to high street stores, each Very campaign was uniquely planned and incorporated playful creatives to engage and activate sales.
Very kick started their autumn/winter campaigns using time and temperature dynamic content on Adshel Live to drive awareness
of their fashion range. Creatives were triggered depending on the
time of day, day of the week and/or if the temperature was less
than 21 degrees Celsius. Supported with activity on Storm, Wrap
and Adshel. YOY clothing and footwear sales increased 15.7%.
FASHION
Daypart/weather activated
September
Source: Shop Direct Christmas Trading 2018
Knowing that Toys are top of Christmas wish lists, Very used multiple formats to showcase their toy range, including playful subtle motion on Adshel Live. Very saw an impressive 33%
uplift YOY in this category.
TOYS
Subtle motion
October
Source: Shop Direct Christmas Trading 2018
This was their most playful DOOH dynamic campaign yet, using location specific creative featuring real-time pricing and stock availability for the most in-demand products in that area.
They integrated social proofing data from Taggstar for the first
time to reflect the latest Very.co.uk trends, increasing consumer activation through content relevancy.
BLACK FRIDAY
Dynamic product updates
November
Alexandra Porritt, Client Strategy Director at Posterscope:
Despite Black Friday being largely an online phenomenon, huge numbers of people still head to the shops to browse and shop the best deals, so OOH is a must-have. It provides a shop window to
the high street via digital OOH, offering an opportunity to reach greater numbers of consumers.
Knowing that people would be looking for partywear inspiration, Very launched their campaign on to high streets and into shopping malls targeting UK retail centres with a high fashion spend based on CACI data. Showcasing different outfits, they incorporated the location name into the copy above the Collect+ delivery information.
PARTYWEAR
Location call out
November-December
With two weeks to go until Christmas Day, Very used DOOH
to activate different gift inspiration ideas. As it neared the
big day they switched their copy from Toys to Gifts to a last
order reminder in the final few days. Overall Seasonal category
sales grew 14.1% YOY.
CHRISTMAS
Gift inspiration
December
Source: Shop Direct Christmas Trading 2018
Very launched their highly targeted January campaign aimed
at people looking for New Year health kick inspiration.
Focusing on specific Route audience profiles, predominantly
within areas that skewed highly on CACI Fitness & Sport and
Beauty & Healthcare categories, Very also overlaid EE mobile
data where relevant.
NEW YEAR, NEW YOU
December
Using the Fresh Start Effect thinking, the campaign ran Monday – Wednesday mornings, capturing people in receptive mind sets
with bold, playful creatives. Each ad featured a Spotify code
linking to different playlists relevant to the product featured
and motivational needs.
The Fresh
Start Effect
Click to see
Adding dynamic to their DOOH campaign:
Drove purchase consideration by
Average brand
equity* increased by
*Based on 11 equity statements
Source: Very Black Friday Dynamic DOOH Campaign Research.
Autumn/Winter Planned Moments
PARTYWEAR
Location call out
November-December
FASHION
Daypart/weather activated
September
CHRISTMAS
Gift inspiration
December
TOYS
Subtle motion
October
NEW YEAR, NEW YOU
Campaign
January
BLACK FRIDAY
Dynamic product updates
November
Targeting key audiences, often within walking distance to high street stores, each Very campaign was uniquely planned and incorporated playful creatives to engage and activate sales.
HOME
TOYS
Subtle motion
October
FASHION
Daypart/weather activated
September
PARTYWEAR
Location call out
November-December
BLACK FRIDAY
Dynamic product updates
November
CHRISTMAS
Gift inspiration
December
NEW YEAR, NEW YOU
Campaign
January
Knowing that Toys are top of Christmas wish lists, Very used multiple formats to showcase their toy range, including playful subtle motion on Adshel Live. Very saw an impressive 33%
uplift YOY in this category.
TOYS
Subtle motion
October
Source: Shop Direct Christmas Trading 2018
NEXT
BACK
BACK TO MOMENTS
Knowing that people would be looking for partywear inspiration, Very launched their campaign on to high streets and into shopping malls targeting UK retail centres with a high fashion spend based on CACI data. Showcasing different outfits, they incorporated the location name into the copy above the Collect+ delivery information.
PARTYWEAR
Location call out
November-December
BACK TO MOMENTS
NEXT
BACK
With two weeks to go until Christmas Day, Very used DOOH
to activate different gift inspiration ideas. As it neared the
big day they switched their copy from Toys to Gifts to a last
order reminder in the final few days. Overall Seasonal category
sales grew 14.1% YOY.
CHRISTMAS
Gift inspiration
December
Source: Shop Direct Christmas Trading 2018
BACK TO MOMENTS
NEXT
BACK