Very and Littlewoods:
Advertising partnerships

Background

Shop Direct briefed us to source cost per customer advertising opportunities for their Very.co.uk and Littlewoods.com brands.

Also to source business to business partnership deals for Shop Direct with the main aim focused on driving new customers for Very.co.uk and Littlewoods.com.

Strategy

We approached media owners, businesses, employee benefit sites and charities who we felt had a good fit with Shop Direct's brands and fully explained the proposition.

We set up deals and relationships with over 35 different organisations within a six month period.

Results

During the last six months of 2009, in a very difficult economic environment, the campaign delivered over 25,000 new customers to Shop Direct. For the 2010 Spring/Summer campaign, we delivered 45,000 new customers.

For certain deals that were set up within the campaign the response rate was higher than 3%.