How Very ‘made it sparkle’ on TikTok

THE WORK

After launching its ‘Let’s make it sparkle’ brand platform in November 2023, Very wanted Coral and her flamboyant flamingo pals to help their Toys TV campaign take off on TikTok. Working with The Gate/Gray London, it needed to know whether the digital cutdown would land for TikTok users and broader audiences.

Viewers typically only engage with digital ads for just a flamingo’s wink. And with just two seconds to secure emotional resonance and brand recognition, only 1.5% of digital ads achieve a System1 4-Star (or higher) rating, compared to 10% of TV ads. Very wanted to capture success across all channels with standout device characters at the heart of its strategy. But how far could it spread its wings?

THE RESULTS

Very’s wish list for this campaign was demanding. It needed to confirm its messaging resonated, that Coral’s character was an effective brand cue, and whether the ad successfully engaged consumers long enough to make an impact.

Thankfully, results were excellent. On System1, Very achieved a maximum 5.0 Star Rating among TikTok users and a 2-second brand recognition of 77% - beating the TikTok ad average by 36%. With bold colours and instantly familiar characters, Very successfully translated the emotive storytelling of their TV ads to a condensed format.

Meanwhile, Tracksuit Brand tracking was positive too. Very scored a +4pt Consideration increase from September ’24 (at the campaign’s start) to January ’25, and a +4pt Usage increase in the same period – suggesting the campaign had the clout required to move UK adults through the funnel towards a purchase.