Very Fashion Clinic
Key facts
Client: Very
Agency: 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
BEHAVIOURAL METRICS:
PASSIVE OBSERVATION
Site Visitation
Site Engagement
Test and control groups matched on
demographic and behavioural variables
ATTITUDINAL METRICS:
ONLINE SURVEY
Brand Effects
UNEXPOSED GROUP
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
Combining Hotmail + HPTO increases
likeability by 15% amongst women
25-44
•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
All Reached:
Women 25-44:
Women 25-44 C2DE:
10.3 exposures, 127.4 GRP’s
9.4 exposures, 206.4 GRP’s
9.3 exposures, 189.5 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 89
Index 175
Index 149
Index 143
Index 107
Driving
Response
All reached
Women 25-44
Women 25-44
C2DE
All Exposed
to campaign
4.9M
1.7M
496K
saw the online campaign
went onto visit very.co.uk
Exposed & visit
‘very.co.uk’
429K
199K
45K
• That’s 182% above
benchmark (not exposed)
% Exposed &
visit very.co.uk’
8.8%
12.1%
9.1%
% Not exposed
and visit
(benchmark)
6.3%
2.6%
6.1%
•Campaign reached 4.9
million people
•429,000 of those who
•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