2011 Gold Best integrated campaign

01 Dec 2011

Client Shope Direct Group

What is wonderful about this work? We opened a new market forVery.co.uk through an integrated range of touch points. We delivered highly prized mumand - baby credit customers, bringing together style and motherhood via an online fashionshow with a twist. We saw 121,319 microsite visits, 52,743 clicks, 49,358 customer leadsand 4,795 (92% credit) customers. That's a £3.4m estimated lifetime value 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. Onlinestore Very.co.uk wanted to be part of this but had low recognition. To appeal to the rightaudience, 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 show 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 With 121,319 microsite visits, 52,743 clicks to product pages, 49,358 customer leads and 25,915 video views Very is now a relevant, compelling brand for thousands of UK mums. The combination of creative reward, relevant products and dynamic, personal communications delivered a very high average order value of £145, with 11,000 products sold to a cold audience. Of the 4,795 new customers, 92% chose credit, generating £3.4m estimated lifetime value over five years.

Judge's comment:"Take a traditional mail-order campaign and modernise it in every way you can imagine. This campaign delivered truly integrated creativity across a whole range of channels, resulting in both shortand long-term value." Mike Colling, Mike Colling & Company

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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2011 Gold Best integrated campaign

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