Bauer Media has announced it is joining forces with Very.co.uk to create shoppable video content, building fashion credentials for the V by Very collection. The two-month campaign, implemented and brokered by The Story Lab, has been created by ADVENTURE, Bauer’s in-house creative commercial team, and will run across a number of Bauer Media brands, including Grazia, heat, Closer, The Debrief and KISS.
The campaign will focus on a series of mobile and desktop enabled shoppable videos, with brand ambassadors and stylists from Grazia, heat, Closer, The Debrief and KISS showcasing key investment pieces in the V by Very range. The video content will allow users to select items to style a bespoke outfit, changing key pieces depending on occasion or mood – the first time this video technique has been used by Very.co.uk. There will also be a personalised quiz with advice from the Bauer style gurus, as well as accompanying social activity giving weather relevant outfit suggestions and tongue in cheek commentary on your week in fashion.
Sixty two per cent of 2016 online sales at Shop Direct, which operates Very, were via mobile devices, meaning Very was looking for a creative solution to capture consumer attention quickly on smartphones.
Lucie Cave, editorial director, commercial content, Bauer Media, said: “We know that visual storytelling is key for our audiences, and that they trust our premium brands and editorial instinct to advise and guide them on their fashion decisions – especially with an overwhelmingly large range of choices available. This campaign demonstrates how we are leading the way in retail technology and digital creativity, building bespoke solutions for clients to meet their business objectives, whilst delivering a trusted voice to consumers.”
Andrew Roscoe, head of brand at Shop Direct, said: “In the fiercely competitive online fashion market, we’ve only got seconds to grab our audience’s attention on their smartphones before they swipe on. That’s why we’ve worked with Bauer on an innovative and impactful campaign, which will be relevant and inspire our target customer for V by Very. We’re proud of this work and can’t wait for it to land.”
The campaign follows ADVENTURE’s recent work with the likes of Adidas and Britain’s Next Top Model which have been led by Lucie Cave, who brings editorial expertise to the Adventure team as well as holding the position of Editorial Director of heat.