Very Fashion Clinic

Key factsClient: VeryAgency: Carat

Objectives:

•Drive brand awareness of Very.co.uk•Position the brand amongst women 25-44 years

Target audience:

•Women 25-44 •Women 25-44 C2DE

Products used:

•MSN Homepage Takeover•Behavioural Targeting, Demographic Targeting, Microsoft Media Network, Textlinks, •Content partnership

Creative solution•Behavioural and Demographically targeted display supported a content partnership:

•Editorial links on MSN Homepage and “editor’s picks” drive traffic to a content hub.

•An “advertising feature” module on MSN Life & Style linking to very.co.uk

•Editorial features included “user’s dilemmas”, product galleries pulled from very.co.uk, online polls, and ‘test yourself’ quizzes to drive engagement and participation

Research Solution

EXPOSED GROUP

UNEXPOSED GROUP

Test and control groups matched on demographic and behavioural variables

BEHAVIOURAL METRICS:PASSIVE OBSERVATION

Site VisitationSite Engagement

ATTITUDINAL METRICS:ONLINE SURVEY

Brand Effects

Netview UKOM data sourced from a 35,000+ nationally-representative panel of UK consumers at home and at work, aged from 2 upwards, recruited both online and offline. Brand Survey: 823 Women 25-44, members of panel partner provider .

Reaching the target audience•Homepage Takeover delivers reach

•Behavioural and Demographically targeted display drives awareness

•Campaign reached 4.9 million people

•12.4% of the UK online population

• 21.9% reach of all online women aged 25-44 in UK

•And 20.4% reach of all online women aged 25-44 of social grade C2DE

Average Frequency and Online GRP’s

Total Campaign: audience composition

By combining targeting with high reach products like MSN Homepage Takeover to drive awareness, the campaign over-indexed on 25-44 year olds, and Women, across corresponding lifestages

Index 49

Index 175

Index 89

Index 143

Index 107

Index 149

Driving Response

All Exposed to campaign

Exposed & visit ‘very.co.uk’

% Exposed & visit very.co.uk’

4.9M

429K

8.8%

1.7M

199K

12.1%

Women 25-44All reached

6.3% 2.6%

496K

45K

9.1%

Women 25-44 C2DE

6.1%% Not exposed and visit (benchmark)

•Campaign reached 4.9

million people

•429,000 of those who saw the online campaign went onto visit very.co.uk

•That’s 182% above benchmark (not exposed)

•11.7% of women 25-44 who saw the campaign went onto visit very.co.uk: 199,000 visitors

•That’s 108,000 additional women 25-44 visitors above benchmark, thanks to the campaign

Driving Engagement

•Exposure to the campaign increased the average number of pages viewed per person on very.co.uk across both the total audience and the target audience

•The campaign increased the average time spent per person on very.co.uk by +7%

Driving Brand

Amongst women 25-44

•Aided brand awareness increased +7% (to 84%)

•Online Ad-awareness increased +6% (to 52%)

•The content partnership drove brand favourability up +29% (to 63%)

•And recommendation up +14% (to 49%)

•54% claimed they would tell other people about the microsite

‘it showed you some of the items they have to offer and it was colourful too’ Woman aged 28

‘There was lots of topics to look at on the home page so to me it was very informative’ Women aged 39

‘I feel it was informative because they not only told you what the product was but how much it cost and what else you could wear it with’ Women aged 40

“Partnering with Microsoft Advertising delivered the awareness and engagement with Very’s key audiences”

Hugh Longland, Advertising Lead, Very.co.uk