Very and the X Factor prove to be a perfect fit

Very.co.uk wanted to align with a premium primetime programme with a wide audience reach to support their new positioning of ‘Get More Out of Every Day'. In stepped The X Factor for a simply perfect fit. Building on their 2014 digital partnership with the show, Very.co.uk, Fremantle, Syco and ITV worked together to deliver an even bigger and more impactful campaign with digital and mobile at its heart. The partnership included bespoke content creation to capture the contestants' style journey, social media support and second screen takeovers in The X Factor App, a collaborative PR strategy, bespoke inventory on The X Factor website and a new contextual takeover of the programme app which offered viewers the opportunity to recreate looks through Very designed 'Style Packs'.

With thanks to Shop Direct, Syco, Fremantle, Vizeum and The Story Lab