With the festive season fast approaching, online retailer Very is using the power of creative consistency to maximise impact via its marketing. At the heart of this strategy is bringing back its much-loved and highly effective flamingo-filled Christmas creative.
The insight-driven campaign, developed in partnership with The Gate in 2023, launched the brand’s fun and flamboyant brand characters and proved to be a hit with customers. Not only did the campaign drive year on year improvements in ROI across gross demand, and customer lifetime value, but exposure to last year’s Christmas launch drove a 22% increase in target customer consideration. Plus, across the campaign period Very’s sales outperformed the market and grew 3.4% when compared to the previous year.
System1 Group’sresearch revealed that Very’s ‘Let’s make it sparkle’ campaign – including the Christmas creative – delivered above industry benchmarks, resonated powerfully and created a strong emotional connection with Very’s family-focused target audience, delivering strong brand recognition. And, since …