Very

The Objective

Very Group is one of the largest online retailers in the UK for all things fashion, beauty, home and electronics. Having previously launched numerous TikTok campaigns across the funnel, with a key focus on performance, Very became an early tester of our newest lower funnel solution built for eCommerce advertisers, Video Shopping Ads (VSA). 

The Solution

Very set up a suite of Video Shopping Ads (VSA) which are shoppaple smart video creatives appearing in users’ For You feed, that maximise lower funnel performance. This ad solution is built to amplify product discovery, purchase intent, and conversion with smarter, intent-based targeting and advanced creative functionalities. 

Very’s Video Shopping Ad campaign promoted its wide range of premium beauty products and fashion collections, using features like dynamic product cards and instant product page. The brand targeted females, aged 18+, with an interest in fashion and beauty related content. Powered by catalog and signals, the algorithm could find users efficiently and serve them suitable ads based on their purchase intent. 

Subsequently, Very launched VSA dynamic retargeting to find warm users who had already visited their website. With VSA retargeting, the system was able to find users who had viewed specific pages or added a product to their cart but not purchased, and serve the product they had interacted with within the VSA ad.

The Results

Through a dual strategy of VSA prospecting and retargeting, Very saw a 12% increase in ROAS and a 38% uplift in purchase conversion rate, when compared against previous standard web conversions campaigns. Following these impressive results, Very increased its VSA investment by 52%, transitioning the solution from a smaller-scale test to an integral part of the brand's always-on performance marketing mix.