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The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.
It’s time to announce the next winner of The Chutes awards which goes to…
Very for ‘Let’s Make it Sparkle on TikTok’.
Congratulations. And now, for an acceptance speech that’s a bit more acceptable, here’s Kat Delaney from Very and Charlotte Skornik from TikTok to explain exactly how they created the work that worked.
The objective
After launching a new brand platform at Christmas 2023, centred on joy and their distinctive brand world, Very.com set out to stand apart, like a flamingo in a flock of pigeons. In the highly competitive retail category, breaking through the sea of sameness was essential for the brand.
Very.com is deeply in touch with its consumers, and this campaign was specifically targeted at a segment they call their “early planners,” families looking to spread the cost of Christmas. Their October Toys campaign was designed with these shoppers in mind, ensuring alignment with the new platform while optimising for different channels.
At the heart of their strategy are their fluent device characters, a family of pink flamingos who feature across everything Very does, reinforcing their distinctive brand positioning. The goal was to reach key consumers in a consistent yet standout way, adapting the approach for maximum impact across different channels, in particular TikTok and social.
The results
Very achieved a 5.0 Star Rating on System1’s Test Your Ad Digital among a core audience of TikTok users. The brand worked closely with The Gate London to design a world where they could maintain their animated brand characters while also introducing real products. This challenge was overcome with a blend of 2D and animation, a unique and creative approach that combines the brand’s distinctive identity with more short-term focused product messaging.
The team saw this success translate into real-world impact, with their highest levels of brand recall, particularly on paid social among their core parent target audience. There was an uplift in value for money and quality perceptions, as well as a shift in how Very was viewed as a toy retailer. The work the brand is doing across the funnel has paid off, with quarter-on-quarter uplifts in brand consideration, while driving 2.3% growth year-on-year at Christmas, outpacing the total market, and achieving a 7% year-on-year growth in toys.
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