V by Very #HERoesAmongUs Campaign

About the Project
V by Very, part of The Very Group, is a UK-based clothing brand catering to women aged 25-44 with a focus on trendy, affordable fashion. This project aimed to create a marketing campaign targeting women aged 30-45 who had not previously considered V by Very as their go-to brand for seasonal wardrobe updates. The campaign sought to empower women and address societal stereotypes, promoting a message of inclusivity and individuality.

Problem
Several key challenges were identified:

• Underutilized Market: Women aged 30-45, who are navigating the demanding phase of "Established Adulthood," were not fully engaging with the brand. Balancing career, personal goals, and family responsibilities, these women often face societal pressures that lead them to overlook fashion brands like V by Very. This has resulted in a missed opportunity to connect with this significant demographic.

• Limited Emotional Connection: The existing messaging did not create a strong emotional bond with this audience, resulting in lower engagement and loyalty.

Solution
To address these issues, a targeted campaign, #HERoesAmongUs, was developed to challenge societal stereotypes and empower women in their 30s and 40s by sharing relatable stories of ambition, self-expression, and overcoming the pressures of Established Adulthood.

• Brand Storytelling
  The campaign created emotionally rich narratives that highlighted the personal journeys of women balancing career, personal growth, and family life, positioning V by Very as a brand that understands and supports them.

• Campaign Channels

• Social Media: The hashtag #HERoesAmongUs encouraged women to share their stories, creating a supportive community across platforms like Instagram and TikTok.

• Billboards: Real women (not influencers) were featured on billboards, adding authenticity and highlighting the accomplishments of women in their 30s and 40s.

• Pop-Up Store: A sustainability-focused pop-up shop engaged the community, promoting a circular economy by selling minor defect products and encouraging donations of unused V by Very clothing.

• Sustainability & Community Engagement
  The pop-up store featured interactive styling stations and workshops, reinforcing the campaign’s message of empowerment and sustainability through hands-on community involvement.

Creative Approach
A detailed market analysis and brand identity review shaped the campaign's messaging to align with V by Very's values of inclusivity and accessibility. The strategy focused on building a deeper emotional connection with the audience, positioning V by Very not just as a fashion brand but as a supporter of women’s personal journeys through Established Adulthood.