Shop Direct Delivers Out-of-Home Innovation by Injecting Real-Time Dynamic Social Proof Messaging Into Very.co.uk Black Friday 2018 Campaign

Background

In November 2018, Shop Direct launched its new Black Friday campaign for Very.co.uk.
The location-based, dynamic digital out-of-home campaign featured, for the first time, real-
time dynamic social proof product messaging. It featured:

  • Location-based, dynamic digital out-of-home campaign on Black Friday 2018
  • Included real-time dynamic social proof product messaging providing vital information
    about stock availability and demand for Very.co.uk offers
  • Provided pureplay retailer Very.co.uk with a shop window across the country on the
    busiest shopping day of the year
  • Injected product information that would normally only be available on page, or via a
    real-life shop assistant, giving the brand a competitive, digital edge.

THE CHALLENGE

Devised by out-of-home (OOH) and location marketing specialists, Posterscope, in
partnership with social proof messaging experts Taggstar, the campaign aimed to give Very
a shop window on the high street and in shopping centres across the country, in the run up
to and on the busiest shopping day of the year.


Kicking off from Black Friday 2018, the creative initially advertised location-specific daily
offers and the campaign unveiled and promoted hourly deals throughout the day.

THE SOLUTION


From 23rd November the ads also featured real-time dynamic sales messaging, provided by
Taggstar.


These social proof messages used aggregated data about the behaviour of other Black
Friday customers, including product popularity and scarcity. The rich product messages
captured shoppers’ attention, created urgency about the limits of the offer, and drove them
online to purchase before the special promotion expired.


One example showed an LG smart TV, with the message: “Going Fast: 17 sold in the last
hour.’ By using both product purchase volumes and a time bracket, Shop Direct was able to
show that the TV was proving popular with other customers, creating a buzz about the
product, and reinforcing that the offer was limited.


Shop Direct was already an early-adopter of social proof messaging. It has used Taggstar
on its Very and Littlewoods websites since 2013, seeing conversion rate uplift of 2.7% and
millions in extra revenues directly attributed to pages showing social proof.


The OOH campaign made it the first advertiser to include dynamic social proof. This added a level of product detail which would normally only be shown online, or given by an in-store
shop assistant.

The dynamic digital OOH ran nationally on 1,470 digital six sheets in key mall and roadside
locations. It was part of Shop Direct’s wider Black Friday and Christmas campaign for Very,
planned by Vizeum, which also appeared on TV, VoD, digital display, social, mobile, print

and YouTube. Following the Black Friday activity, the OOH campaign continued to run
dynamic copy throughout November and December, with a range of creatives for party wear and promotions. The creative was produced by creative agency, St Luke’s.

RESULTS & OUTCOMES

  1. 6% increase in spontaneous awareness of Very (those seeing the dynamic digital
    OOH featuring Taggstar messages, vs. the non-dynamic OOH)
  2. The dynamic digital OOH had a significant impact on equity scores. On average 13%
    uplift vs those that saw the non-dynamic OOH. Key uplifts were for statements such
    as, “is a trusted brand,” “is a brand people love,” and “is a brand for people like me.”
  3. 25% increase in purchase consideration of Very vs. those that only saw the non-
    dynamic OOH
  4. 75% remembered the location-specific messaging, and 70% remembering the stock
    availability message.
  5. This activity contributed to Shop Direct’s successful Christmas trading results of
    +3.7% group revenue year-on-year for the seven weeks up to and including 28
    December 2018 – driven by an 8.8% year-on-year growth at Very, its largest and
    fastest growing retail brand.

Posterscope client strategy director Alexandra Porritt added: “Despite Black Friday being
largely an online phenomenon, huge numbers of people still head to the shops to browse
and shop the best deals, so OOH is a must-have. It provides a shop window to the high
street via digital OOH, offering an opportunity to reach greater numbers of consumers.”