HIDING CHRISTMAS IN PLAIN SIGHT

VERY

Challenge

We discovered that Christmas shopping begins far earlier than many advertisers realise although shoppers don’t like to admit this and complain about how early promotions start. How could Very tap into this hidden demand for Christmas without turning off shoppers? Our solution: ‘Christmas in disguise’ which resulted in a 14% growth in sales.
HIDING CHRISTMAS IN PLAIN SIGHT

Solution

We launched Very’s Christmas campaign in September when the cost of media was lower and the advertising landscape was less crowded.
To do this, we focused on toys for kids—an area where shoppers start their planning early, search for deals and think about how to get the top toys before they sell out.

The September campaign invested in media where kids were the primary audience, but parents were likely to pick up on the messaging as well. We sponsored the pre-school kid’s channel Milkshake!, which had the best indexing for shared viewing with adults, and Very was able to gain a significant share of voice.

The September campaign invested in media where kids were the primary audience, but parents were also likely to pick up on the messaging. We sponsored the pre-school kid’s channel Milkshake! which had the best indexing for shared viewing with adults, and Very was able to gain a significant share of voice.

This was followed up by out-of-home promotions aimed at families on their work commutes and a partnership with the Mayor of London’s Equal Play initiative, ensuring Very’s toy offerings were on the radar of parents as they began planning to buy presents.

Next we partnered with the Mayor of London's Equal Play initiative to produce out-of-home promotions aimed at families on their work commutes to ensure Very's toy offerings were on the radars of parents as they began planning to buy presents.

Results

78% Increase in awareness of Very’s toy offerings over two months of the campaign
7% Increase in spontaneous awareness
14% Growth in sales YoY
20% Increase in market share for Very’s toys
10:01 ROI FOR CAMPAIGN ACROSS BROADCAST AND SPONSORSHIP

We achieved double-digit sales growth and increased our market share of the toys category. That wouldn’t have been possible without the team tapping into the behaviours of our new target audience and identifying the ultimate marketing inefficiency.

ANDREW ROSCOE, HEAD OF BRAND, VERY

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