Very Inspired

Very header

Very
Inspired

The brief

Very asked John Brown to produce a content programme that would primarily drive purchases, but also illicit an emotional response through editorial lifestyle content. Another important consideration was that we needed to increase dwell time by creating an immersive journey for users.

The challenge

Over the past decade, Shop Direct has transitioned from a traditional catalogue focused business to being a digital brand. Very.co.uk, was successful in terms of site visits and profitability but struggled with its brand perception. The challenge was to change that perception and inspire users to engage further with the brand.

responsive Very site

The solution

Our solution was to create a cross-channel inspirational content programme with articles and features published weekly. We created a subdomain – inspire.very.co.uk; which is linked to from the main site navigation, and built a responsive editorial hub. The sections; fashion, beauty, home & garden and lifestyle, allow us to talk regularly about Very.co.uk’s products within a curated, editorial context. Through 12 monthly features, we look at trends, guide the users shopping journey and inspire them with beautiful photography and video. The stories were also linked to from the main Very home page and the womenswear landing page.

Use flow
Module wireframes
Module wireframes
Homepage wireframe
Header & footer wireframe

A modular approach

To speed up the process of creating regular content for the website we knew we needed to create a series of flexible modules that could be modified and reused. Before the project began we experimented with a series of modules and edited them down to about 6 modules that offered the most flexibility.

Small wonders
Girl's world

Scheduling

The scheduling was very well organised; on a typical week we were creating 3 articles for approval, 3 more articles for final client sign-off and 3 other articles were being prepared for  publishing on the website, social assets were also being created. Once the project was established I art directed a junior designer to takeover. This also involved teaching the designer how to use Sketch.

Very article pages
sunglasses
kids
lights
weekend
boy denim
girl dress

Animation & social

For each article, we created at least two social assets to drive traffic back to the site to inspire users and encourage them to shop. These were boosted as part of a paid promotion programme run by the Shop Direct social team, and seeded out as part of a regular email programme. We also supplied assets on a monthly basis for use in YouTube pre-roll and in native advertising. Our programme has also made use of celebrities and influencers – both of which we know from our research are very important to Very users who look to them for style inspiration. I had to create the social assets on a weekly basis within a very limited timeframe.

modelsofa
perfumeshoescollage

The results

In an example week in June, one month after Very Inspired was launched, we saw 20K visits to the hub. We drew a comparison between users who’d visited Very Inspired versus those who hadn’t and tracked the differences in their on-site behaviour. The session duration in minutes was 23.25 for those who’d interacted with Very Inspired, versus 5.54 for those who hadn’t. Pages per session increased from 10 to 39 and finally, average order value was £145 versus £128 for those who hadn’t interacted with Very Inspired: nearly 12% higher.

Contact

If you’re looking for an experienced digital creative then get in contact.