Very.co.uk, Shop Direct’s online fashion brand, is launching an integrated campaign specifically to broaden its appeal to the young mums market.
Direct agency, Indicia will be responsible for creating the multi-media campaign that engages and connects young mums with the Very brand whilst raising awareness of its product range. The focal point of Indicia’s campaign will be an online event taking place on the 13 October 2010, which will see the unveiling of a specially created movie entitled ‘Work it Baby!’
The heart-warming movie, voiced by CBBC’s Naomi Wilkinson, centres on a fashion show featuring pregnant mums, babies and toddlers all showcasing the range available online at Very. It will be hosted on a dedicated microsite – justworkitbaby.com – where consumers will be able to browse and purchase the collection, meet the cast, access behind-the-scene footage and receive promotional vouchers.
To generate intrigue, interest and drive traffic to the online unveiling of the movie, Indicia will kick off the marketing activity with a teaser campaign on 6 October.
It will utilise a range of media channels to target the niche audience of mums, including direct emails, social media, online advertorials, animated display ads, search, PR and Twitter. The teaser activity will incorporate trailers and stills from the movie.
Through lead generation on the site, the campaign will also include a follow-up direct marketing drive in the run-up to Christmas. Consumers who watched the movie and signed up to receive further information, and those that clicked through from the teaser emails, will receive dynamic content emails tailored to their browsing behaviour.
In addition, direct mail packs will be sent to the whole prospect universe to encourage further engagement and purchases.
Rachel Rimmer, CRM Lead, Very.co.uk said: “We want this campaign to make a lot of noise in the marketplace. People might not necessarily associate the Very brand with the young mum and maternity market, so we need something that really makes us stand out. The movie creative will showcase our extensive range with the sass, fun and panache that our customers have come to expect from the brand.”
Ian Bates, Creative Director, Indicia said: “Very was brave enough to give us a very open brief and as a result we’ve been able to deliver a campaign that is fresh, exciting and will really get the brand noticed. We’ll be utilising a wide range of media and creative executions to launch Very into the maternity market in a very direct, but interactive and measurable way.”
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