Very.co.uk boosts own brand sales and awareness with personalised video advertising powered by myThings, a collaboration that earned the two companies a spot on the shortlist for the Performance Marketing Awards.
Very.co.uk is a major digital department store in the UK. In 2009, it launched Love Label, its own fast fashion brand. Love Label is aimed at customers who seek the hottest trends in the fashion world, at affordable prices.
Very.co.uk sought to increase brand awareness and sales for Love Label with a video advertising campaign that would be more dynamic and targeted than traditional video campaigns. The retailer approached myThings with the challenge of creating the first ever personalised video banner that is seamlessly integrated with real-time consumer data.
myThings employed its dynamic data technology to deploy a banner with a rollover element that opens up a mini site with laser-sharp targeted personalised product offerings. Real-time decisions about which product recommendations to show to each user were performed by advanced machine learning algorithms that determined shopping intent based on available data from among hundreds of parameters, including previous viewing and conversion behaviour, aggregate user data, and advertiser preferences such as special promotions or high margin products. The campaign focused both on shoppers who had and hadn't visited Very.co.uk and/or the Love Label product pages.
The video can be viewed here.
The campaign achieved strong results. The CTR was over 8%, representing an 8x increase compared with non-personalised video campaigns. There was a 30 second increase in brand exposure time – a 1.5x uplift compared with previous UK video campaigns by top retailers. The engagement rate was up by 2x compared to previous UK video campaigns by top retailers. There was also a substantial increase in ROI.
Don’t just take our word for it
"The ability to leverage data to personalise and optimise video ads is the next big thing in performance marketing. Powered by myThings' advanced personalisation technology, this innovative campaign for Love Label combined both branding and performance to generate results that were well above those of non-personalised video campaigns."
Dan Rubel, Group Strategy Director at Shop Direct Group, home to Very.co.uk