“Bauer pushed boundaries through digitally-led, shoppable content, levering the fashion credibility of their magazine brands, coupled with driving fantastic reach through radio. We are delighted with what’s been achieved on this campaign to showcase our V by Very product and deliver impact for the customer.”
Becky Hardman, Brand Lead, Very.co.uk
The Key challenge from Very was to raise awareness of the 'V by Very' fashion range as a credible label and increase brand perception to engage an affluent audience, while also tapping into target market of 24-55 C2DE women.
The main objectives were to position 'V by Very' as on trend and seasonally relevant and position the Very pink cube as a fashion icon, placing it at the heart of the creative.
Insight showed that the target audience needed more value form their purchases and inspiration on how to style key pieces. Bauer harnessed the influence of five key brands from their portfolio - Grazia, Kiss, The Debrief, Heat and Closer. Already an established brand within the portfolio, the brands had the ability and advantage to speak to the 'Miss Very' audience across different life stages.
Led by the audience insight, Fashion Three-Style was born - An interactive shoppable, shareable content series inspired by V by Very’s range, curated by fashion influencers and distributed across Bauer’s key fashion brands.
The campaign provided Very with access to an incredible group of instinctive, expert, influential fashion editors able to inspire their audience through a unique series of style stories spanning all touchpoints, linked through innovative interactive, shoppable, branded content, featuring the V by Very range.
Bauer seeded out videos of each brands influencer accepting a ‘style challenge’– with a key investment piece, presented in Very’s iconic pink cube across each magazine, radio and digital brand from the portfolio. Bauer levered the trust of these magazine brands and their influencers, who are passionate about curating fashion for their readers in their magazine brands each week, creating branded content that delivered inspiration and discovery.
Each brand ambassador revealed three looks styled around the investment piece which appeared in the relevant print magazine and online through a shoppable gallery, offering discovery and inspiration around the V by Very range.
Bauer were able to showcase the versatility of the products with three looks carefully curated for each magazine, tailored to the consumer with single page advertorials in Grazia, Heat and Closer.
Fortnightly 'Style Stories', interactive and fully-shoppable 'branching videos' and native articles were published on Kiss, Grazia, Heat, Closer & Debrief's online platforms that allowed users to create, customise and save their own looks centered around a V by VERY investment piece.
GIFs and Insta Stories were created to drive interest and relevancy, as well as engagement through our engaged customer base with brand newsletter emails.
- 62% took action as a result of being exposed to the campaign
- Reach of 4 million 18-30 women for content across Closer, heat, and Grazia
- 176,000 video views
- Total of 13 million digital impressions over eight weeks
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