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.
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.
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.
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.
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.
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.
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