Very Inspired
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 and increase dwell time by creating an immersive journey for users.
The challenge
Over the past decade, Shop Direct has transitioned from a traditional catalogue business to a digital brand. Very.co.uk, was successful in terms of site visits and profitability but struggled with brand perception. The challenge was to inspire users to engage further with the brand.
The solution
We created a subdomain (inspire.very.co.uk) which linked from the main site navigation. We built the responsive editorial hub with the sections; fashion, beauty, home & garden and lifestyle. The hub allowed cross-channel inspirational content and included articles and features which were published weekly and tailored to the users shopping journey.
A modular approach
To speed up the process of creating regular content for the website, we created a series of 6 flexible modules that could be modified and reused.
Scheduling
To meet the delivery timeframes, on a typical week I was designing and animating 3 articles for approval, preparing 3 more articles for final client sign-off and ensuring 3 further articles were ready for publishing on the website. Once the project was established I art directed a junior designer to takeover. This also involved teaching the designer how to use Sketch.
Animation & social
For each article, I created at least two social assets to drive traffic back to the site which involved celebrities and social influencers, to inspire users and encourage them to shop. The assets were embedded within a paid promotion programme run by the Shop Direct social team and also formed part of YouTube pre-roll and native advertising. I had to create these varied social assets on a weekly basis and within a limited timeframe.
The results
One month after Very Inspired launched, 20K visits were made to the hub. In terms of on-site behaviour, the session duration was 23.25 minutes for those who’d interacted with Very Inspired, versus 5.54 minutes for those who hadn’t engaged with the new tailored content. Pages per session increased from 10 to 39 and those interacting with Very Inspired had an average order value of £145 versus £128, nearly 12% higher, than prior to the launch of the new content hub.
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