The Challenge
Very were looking to grow their audience and make their brand a top consideration for potential new customers. Going beyond just boosting brand awareness, Very wanted to establish their fashion credentials and let their audience know that they are stylish and at the forefront of fashion trends.
The Objectives:
- Establish the brand’s credentials
- Drive consideration
The Insight
In a post-pandemic world people were looking for more from their wardrobes and the brands that they purchase from.
81% of consumers said trust is a deciding factor in their purchase journey.
Brand campaigns that evoke trust are therefore crucial for consumers and recommendations from influential figures like our editors are more important than ever
The Idea:
Fall back into fashion with Very.co.uk gave our audience guidance and advice at a time that industry experts have labelled as ‘fashions greatest reset’.
Across Grazia, Closer and heat, the campaign allowed Very and Bauer to show how to (re)invest in a fashion-forward wardrobe that is filled with new season trends and hero items that can be worn many ways.
The focus was branded content across Grazia, heat and Closer magazines, websites and social media channels.
Execution
Across Grazia, a four-page advertorial was used to showcase the new collection’s versatility and inserted into Grazia’s BIG FASHION ISSUE to enhance Very’s fashion credentials.
• A double page spread in Grazia’s beauty issue, focused on everyday make-up essentials, bolstered this idea of Very being in touch with audience needs.
• Print articles and advertorials were repurposed into branded content for the Grazia website.
• Bauer Illuminate display activity was used to direct a targeted audience to the Grazia articles hosted on the GraziaDaily.co.uk.
• On social media, the Grazia team put out challenge videos asking people to send in their questions for the fashion team to answer, as well as four organic Instagram reels around current trends and a ‘Why I Wear It’ Grazia Fashion podcast.
• The podcast was amplified via Octave (digital audio) and through display targeting attached to the audience of the podcast.
• A series of ‘Heat Style Team Wears’ videos and Closer video packages focussing on key trends were pushed out on social media.
• These were supplemented with branded content to highlight staple wardrobe pieces and seasonal must-haves, runway trends and winter-ready garments.
• Articles used copy that expressed an emotional connection with target audiences by highlighting key moments in everyday life and how they can use the clothing to feel confident in these environments.
Results
68%
OF THOSE EXPOSED WOULD CONSIDER PURCHASING FROM VERY NEXT TIME THEY SHOP FOR CLOTHES (10% INCREASE).
43%
TOOK SOME SORT OF ACTION AFTER SEEING THE CAMPAIGN AND 11% ORDERED FROM VERY AS A DIRECT RESULT OF THE CAMPAIGN
90%
PROMOTED BRAND AWARENESS
50%
SEE VERY AS ON TREND AND THERE WAS A 13% INCREASE OVERALL BRAND AFFINITY.