Very.co.uk has revealed its latest integrated digital and direct marketing campaign promoting its kids’ autumn range.
Launching on Thursday 4 October the ‘Very Kids Want’ campaign, created by customer intelligence agency Indicia, makes kids the stars of the show. Fifteen children feature in a series of product reviews as they road-test Very’s range of fashion, sport and toys.
The videos are set to be hosted on a device responsive microsite and brought to life through an integrated DM and email marketing campaign using Indicia’s data intelligence tools. Recipients of the DM pack can download a free augmented reality app which brings scanned products to life and unlocks the related product video review.
The campaign is aimed at mothers with children aged between 2-8 years of age. Viral seeding agency, The Viral Ad Network, will also support the campaign by helping create a social buzz.
Creative director at Indicia, Ian Bates, commented: “Mums actively encourage their children to have an opinion so with ‘Very Kids Want’, we’re putting happiness high on the agenda and giving mums the freedom and flexibility to put a smile on their children’s faces by buying in a way that suits them.
“Our attention to data allows us to deliver strong differentiation with personalised and relevant marketing in a creative and innovative fashion, to mums all over the country.”