Celebrating International Women’s Day with Very.co.uk
International Women’s Day created the perfect opportunity for Very to celebrate its customers, as well as influencers who are most engaged with and best represent everything the brand stands for. The campaign was, in essence, a call to arms for the influencers involved to feel empowered by sharing their stories, which would in turn empower and inspire Miss Very.
The challenge was simple, empower women – driving an emotive connection to Very and their customer base.
Identify aspirational influencers that are loyal to the Very brand, whose audiences are inspired by their positive stories and messages every day. To ensure influencers too felt empowered and supported, they were covered across Very’s website homepage for the first time in the brand’s history; raising awareness of their profiles, while simultenaously connecting real women with real stories and creating a surge in traffic from likeminded customers.
The six women identified for the campaign all spoke positively about their experience, as well as the positive sentiment associated to the partnership which drove 52 pieces of unique content on International Women’s Day; ensuring Very was visible on a globally (and more and more digitally) celebrated day, for its female customer base.
During International Women’s Day itself, Very drove 67K+ unique engagements across earned feeds and an 11% increase in engagement on their owned feeds. Whilst this was an emotively driven activation, Very saw one of its highest performing days since it launched – in terms of site traffic – and thus, significant sales followed, driving additional business value and a conversion rate of 15%.
As for sentiment, the influencers loved it – with comments such as, “This is the most exciting campaign I have ever done! This is such an amazing message and something I feel honoured to be part of.” It didn’t stop there, the customers loved it too, with messages coming in like, “You are incredible ladies; an inspiration to lots of people – this is what defines lovely, supportive women”.