Uncensored CMO Fame, Feeling & Flamingos: how consistency helped Very hit new heights
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Dec 18, 2024 Jess Myers, Chief Customer Officer at The Very Group, shares insights from her impactful year in marketing and customer experience. She elaborates on the significance of the 'Golden Quarter' and the success of their flamingo-themed campaigns. Jess discusses the balance between creative consistency and commercial objectives, revealing how maintaining effective advertising enhances brand engagement. Additionally, she touches on the launch of the Very Media Group and highlights the importance of collaboration within teams to optimize holiday strategies.
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The Birth of "Hun Culture" and Flamingos
- Vary's "hun culture" campaign resonated with their hardworking, generous customer base, facing economic challenges with "glittery resistance."
- This led to the "Let's Make It Sparkle" platform and the introduction of flamingos, Kerry, Cherry, and Ter, as brand mascots.
The Importance of the Golden Quarter
- Christmas, or the "Golden Quarter," is crucial for retailers, accounting for a significant portion of annual sales.
- Collaboration across all departments is essential during this period, aligning product, price, place, and promotion.
Data-Driven Creative Optimization
- Instead of automatically creating new ads, analyze data and optimize existing successful campaigns.
- System 1 testing helped Very improve their Christmas ad's star rating from 4.7 to 5.4 through data-driven optimizations.