HIDING CHRISTMAS IN PLAIN SIGHT

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.