Redefining Media.

Very and Celebrity Big Brother - Product Placement

Shop Direct

Celebrity Big Brother

The Brief

In a high competitive retail market Very.co.uk wanted to engage their fashion-savvy 16-34 female audience, make their portfolio of products more relevant and ultimately drive sales.

The Solution

Very became the home and fashion retail partner of Big Brother for 2013. Very supplied198 products to the house – the biggest product placement deal in the UK. A bespoke click-to-buy feature was hosted on channel5.com and Very.co.uk, allowing viewers virtually to browse the CBB house and buy the featured products. Branded content was delivered via an integrated ‘Fashion Police’ task, which involved giving selected housemates a makeover courtesy of Very. 

The Results

The campaign increased consideration to shop at Very.co.yk and has generated hard sales for the client.

 

 All products included in the task had a sales uplift (with one product increasing sales by over 1000%).

 

 The home & furniture product placement had a 35.2% incremental impact in sales and the clothing & footwear category had a 83% uplift in demand.

 

 Very received over 982 seconds of on-screen branding/product exposure resulting in 51% of viewers recognizing Very as the brand partner and being 3 times more likely to name Very as the first online retailer verses non viewers! 

Talk to us!

For general enquiries please call the switchboard on
+44 (0) 20 7430 6000

For specific enquiries please contact:

  • Head of sponsorship:
  • Director of sponsorship:
  • Head of brand experience & events:
  • PA to David Peters:
  • Press enquiries:

Address

10 Triton Street
Regent's Place
London
NW1 3BF

Telephone

+44 (0) 20 7430 6000

Email