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Very Fashion Clinic. Key facts Client: Very Agency: Carat Objectives: Drive brand awareness of Very.co.uk Position the brand amongst women 25-44 years.

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Presentation on theme: "Very Fashion Clinic. Key facts Client: Very Agency: Carat Objectives: Drive brand awareness of Very.co.uk Position the brand amongst women 25-44 years."— Presentation transcript:

1 Very Fashion Clinic

2 Key facts Client: Very Agency: Carat Objectives: Drive brand awareness of Very.co.uk Position the brand amongst women years Target audience: Women Women C2DE Products used: MSN Homepage Takeover Behavioural Targeting, Demographic Targeting, Microsoft Media Network, Textlinks, Content partnership

3 Creative solution Behavioural and Demographically targeted display supported a content partnership: Editorial links on MSN Homepage and editors picks drive traffic to a content hub. An advertising feature module on MSN Life & Style linking to very.co.uk Editorial features included users dilemmas, product galleries pulled from very.co.uk, online polls, and test yourself quizzes to drive engagement and participation

4 Research Solution EXPOSED GROUP UNEXPOSED GROUP Test and control groups matched on demographic and behavioural variables BEHAVIOURAL METRICS: PASSIVE OBSERVATION Site Visitation Site Engagement ATTITUDINAL METRICS: ONLINE SURVEY Brand Effects Netview UKOM data sourced from a 35,000+ nationally-representative panel of UK consumers at home and at work, aged from 2 upwards, recruited both online and offline. Brand Survey: 823 Women 25-44, members of panel partner provider.

5 Reaching the target audience Homepage Takeover delivers reach Behavioural and Demographically targeted display drives awareness Campaign reached 4.9 million people 12.4% of the UK online population 21.9% reach of all online women aged in UK And 20.4% reach of all online women aged of social grade C2DE Average Frequency and Online GRPs

6 Total Campaign: audience composition The Very campaign combined high reach placements with Targeting By combining targeting with high reach products like MSN Homepage Takeover to drive awareness, the campaign over-indexed on year olds, and Women, across corresponding lifestages Index 49 Index 175 Index 89 Index 143 Index 107 Index 149

7 Driving Response All Exposed to campaign Exposed & visit very.co.uk % Exposed & visit very.co.uk 4.9M 429K 8.8% 1.7M 199K 12.1% Women 25-44All reached 6.3% 2.6% 496K 45K 9.1% Women C2DE 6.1% % Not exposed and visit (benchmark) Campaign reached 4.9 million people 429,000 of those who saw the online campaign went onto visit very.co.uk Thats 182% above benchmark (not exposed) 11.7% of women who saw the campaign went onto visit very.co.uk: 199,000 visitors Thats 108,000 additional women visitors above benchmark, thanks to the campaign

8 Driving Engagement Exposure to the campaign increased the average number of pages viewed per person on very.co.uk across both the total audience and the target audience The campaign increased the average time spent per person on very.co.uk by +7%

9 Driving Brand Amongst women Aided brand awareness increased +7% (to 84%) Online Ad-awareness increased +6% (to 52%) The content partnership drove brand favourability up +29% (to 63%) And recommendation up +14% (to 49%) 54% claimed they would tell other people about the microsite it showed you some of the items they have to offer and it was colourful too Woman aged 28 There was lots of topics to look at on the home page so to me it was very informative Women aged 39 I feel it was informative because they not only told you what the product was but how much it cost and what else you could wear it with Women aged 40

10 Partnering with Microsoft Advertising delivered the awareness and engagement with Verys key audiences Hugh Longland, Advertising Lead, Very.co.uk


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