We turned Very’s biggest trading period into its strongest yet by combining deep audience intelligence with smarter, data-led media. By uncovering one million new high-value prospects and optimising investment across premium AV channels, we helped Very reach more of the right customers at the right moments. The result: stronger brand consideration, festive sales growth ahead of the wider retail market, and renewed momentum among its most valuable customer segment.
The October to December “Golden Quarter” can be one of the most competitive times of year. Very is up against global e-commerce platforms, high-street retailers moving online and fintech brands offering new ways to pay. When Very became a Zenith client in 2024, the brief was clear: stand out in a crowded market, find new growth, build brand consideration, drive festive sales and win back its most valuable customers.
Rather than rely on existing segments, we worked with Very’s data team to rebuild its customer segmentation using our Discovery platform, which covers 34 million UK individuals and more than 2,000 attributes each. That uncovered one million new high-value prospects. We then put 60% of the media budget into data-led audiovisual targeting, using exclusive integrations with Sky Ultra, ITVX and All 4. This increased BVOD impressions by 3%, while optimised linear TV buying raised reach by 4% and saved £441k. With ITV, we created a campaign starring Alison Hammond as the “Very Godmother”, who solved Christmas gifting dilemmas with a nod to the British “hun” culture that Very’s audience loves.
The results: brand consideration rose 3 percentage points quarter-on-quarter and 2 points year-on-year, festive sales grew 2.3% year-on-year (outperforming the wider retail market), and Very’s most profitable customer group showed signs of growth.
The Insight
The Very Group, a multi-brand online retailer, faces fierce competition from major global e-commerce platforms, established high-street retailers expanding online, and disruptive fintech companies offering alternative payment solutions. The challenge is even more significant during the ‘Golden Quarter’ (October to December), when retailers fight for customers’ attention and spend.
Despite a successful brand launch in 2023, the stakes were even higher for 2024, with Very becoming a new client and relying on media to drive growth. To stand out in this competitive landscape, Very needed to rethink its approach and uncover new growth opportunities.
The Approach
As a new agency partner, we focused on understanding Very’s customers and uncovering untapped potential. Collaborating with Very’s data team, we rebuilt their customer segmentation using our Discovery platform, which integrates data from 34 million UK individuals with over 2,000 attributes each. This helped identify 1 million new high-value prospects and verified growth potential among existing customers.
Using exclusive integrations with platforms like Sky Ultra, ITVX, and All 4, we allocated 60% of the media budget to data-led targeting in AV channels. This approach increased BVOD impressions by 3% and optimized linear TV buys, boosting reach by 4% and saving £441k. To elevate the campaign, we partnered with ITV to introduce Alison Hammond as the “Very Godmother” who solved Christmas gifting dilemmas with Very solutions. The fun, fabulous campaign also celebrated the uniquely British “hun” sub-culture, proven to resonate with Very’s audience.
The Results
The campaign delivered impressive results, turning Very’s Golden Quarter into the most successful yet:
- Brand consideration increased by 3 percentage points quarter-on-quarter (QoQ) and 2 points year-on-year (YoY).
- Sales during the festive period grew by 2.3% YoY, outperforming the retail.
- Improved customer dynamics, with signs of growth in their most profitable customer group.
