2011 Grand Prix Winner | DMA
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2011 Grand Prix Winner

01 Dec 2011

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Client Shop Direct Group

What is wonderful about this work? We opened a new market for Very.co.uk through an integrated range of touch points. We delivered highly prized mum-and-baby credit customers, bringing together style and motherhood via an online fashion show with a twist. We saw over 121,000 microsite visits, created 4,795 new customers with an increased order value of £145, almost three times more than the average spend. Value to the brand was estimated at £3.4m over five years.

What details of the strategy make this a winning entry? The mum-and-baby marketplace is hugely competitive with many big-name players. Online store Very.co.uk wanted to be part of this but had low recognition. To appeal to the right audience, we harnessed the power of data and creative to reach websites like Mumsnet, Babycentre and Bounty. First, we teased with news about an imminent fashion show they wouldn’t want to miss – and to get front-row seats and exclusive backstage footage before the big day they had to give us their email addresses. We cranked up the excitement and buzz as showtime crept closer. The microsite featured a teaser movie, the full fashion show at launch, a competition and the chance to buy featured products. Then, from launch onwards, we used online film embedded in a microsite with Twitter and Facebook support. We also created a themed mailing and eye-catching Work it Baby banner ads. Dynamic personalised emails showcased products the mums were most interested in.

How did creativity bring the strategy to life? We gave the campaign a fun, fashion-attitude name: ‘Work it Baby.’ The catwalk fashion how theme allowed us to feature backstage antics of the producer and stylist, while showcasing a wealth of products for mums, mums-to-be, babies and toddlers. We enticed our audience to buy and inspired them to spread the word, reinforcing credibility with children’s presenter Naomi Wilkinson. We created a stylish microsite and support activity that included dynamic emails, a stylish DM pack, animated banner ads, Facebook ads, and warm and witty babycentric tweets. Our integrated data and creative strategy allowed relevant, personal emails to a cold audience. We then dynamically populated emails with content based on browsing habits, or a constantly refreshed database of peer interaction.

Results The Work it Baby microsite received over 121,000 visits. The combination of creative reward, relevant products and dynamic, personal communications created 4,795 new customers with an increased order value of £145, almost three times more than the average spend. Value to the brand was estimated at £3.4m over five years.

Judge's comment:"This is direct marketing at its most disciplined and dynamic. Mail order clients were there at the birth of direct marketing: skilled practitioners in the arts of data and direct mail. What Very.co.uk has achieved through this campaign is to keep those disciplines, but apply them cross a modern, multichannel, integrated campaign.
The brand shows an understanding of the role that social media and online communities play in its customers’ lives. Reaching out to Mumsnet and Babycentre websites gives Very an implied endorsement.
The use of video in addition to print reflects the changing media consumption patterns of their audience. Data drives the creative, both at the strategic level with the celebrity theme that picks up on the media influences in their customers’ lives, and at the tactical level with content specific emails.
Finally, the results are extremely impressive. Client and agency articulated clearly what they were setting out to achieve in terms of cost per customer, revenue volumes and lifetime value. They then unambiguously demonstrated that they achieved market leading results across their metrics.
A truly rounded direct marketing campaign. A worthy Grand Prix winner, and a great exemplar of how direct marketing is as relevant today as in any other decade."

Team Nick Barthram - Senior Planner, Darren Mower - Senior Art Director, Richard Norton - Senior Copywriter, Ian Bates - Creative Director, Lauren Higgins - Account Director, Nicola Rellie - Account Manager, Andy Irving - Designer, Damien Bouyou - Designer, Steve Everest - List and Media Director, Matt Wright - Group Account Director

Other contributors Happy Hour - Film production, Alex Stoneman - Fashion shoot, Jill Arnold - Logistics

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