WHERE WE STARTED.
Shop Direct is the second largest online pureplay retailer in the UK, reporting annual sales of £1.93bn in 2016/17.
Their brands include Littlewoods and Very.co.uk. To raise awareness of Very’s own-brand fashion range during the critical retail phase in Autumn, our goal was to encourage Miss Very to ‘Do more’ and help her get more out of every day.
73% of Shop Direct’s Christmas sales came via from mobile devices, so we planned an end-to-end mobile strategy for Very that helped reached our campaign objectives.
WHAT WE’RE DOING.
We’ve driven a strategy linking above the line media channels to mobile devices using the unique capabilities of mobile across media and creative. Through media, we focused on location technology and audio recognition to deliver sequential ads, while on creative we utilized the exclusive gyro functionalities of a smartphone.
We targeted users at home during the evening and our tailor-made mobile media ensured that we are able to engage with Very’s audience on a hyper-personalized level.
Increased industry benchmarks for IPSOS mobile ad recognition from 8%, while live in September and October 2018
Standard media banners we executed over the 2 month period exceeded industry benchmarks for CTR
Performance mobile impressions. Delivered a 21% increase in performance ROI over the 8 week long campaign