With over 2,000 brands on their platform; 1.4mn site visits a day; and 4mn active customers, Very has a sizable opportunity for both a retail and media offering.
When speaking at Retail MediaX, Shrina Patel, senior brand partnership manager, explained how the group is boosting its Haus of Flamingo fashion campaigns with a growing sports, home and beauty offering.
As part of its efforts to reshape its approach to retail, Very has grown its sports category by 17%, home by 8% and beauty range by 6%. Its retail media services have been key to this, marrying its Haus of Flamingo campaigns with new third-party launches.
Patel explained that as part of its Adidas partnership, Very launched Adidas Originals at Very with an exclusive spinoff of its House of Flamingo fashion campaign in Spring. “It landed really nicely for creative consistency,” she noted.
Adidas womenswear, menswear and kidswear were introduced across 27 different offsite and onsite platforms. “Most interestingly of all, we built six bespoke audiences out of the Very pool of customers to target with our campaign. And we did that for the purpose of customer acquisition,” added Patel.
They will harness learnings from this campaign and bespoke audiences into future campaigns.
Its Ray-Ban Meta collaboration saw it film new content on location in Majorca for both the sunglasses launch and latest Very campaign. “ We had brilliant, creative synergy”, Patel noted. It also merged showcasing tech features in a fashion stylised environment.
These exciting examples are just the start of Very Media Group. “ We have no plans to slow down, so over the next 12 months, we’re going to be launching 16 new channels,” she announced.
Their credit offering Very Pay will be put at the heart of its communication. While it plans to leverage the biggest events in media, such as the Freaky Friday and Wicked sequels.
“We want to build more cultural relevance. We’re going to be looking for more musical moments that we can get involved with. And then finally get in touch with our customers in person doing more experiential, pop-up brand activations” she concluded.
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