Very's Flamingo Flock Achieves Top Score on System1's Test Your Ad Digital

Dec. 11, 2024

Very’s creative campaigns continue to soar with its fabulous flamingos, achieving a remarkable 5.0 Star Rating on System1’s Test Your Ad platform for its latest TikTok campaign, a TVC cut down adapted for TikTok. The success of the Toys campaign follows the impressive performance of the wider 'Let's make it sparkle' platform, which launched the brand's new flamingo fluent devices for Christmas in 2023, and has been used consistently since.

The Toys campaign’s success on TikTok highlights the power of consistency in creative strategy. Featuring the brand’s flamingo fluent devices, the campaign delivered exceptional short-term sales potential and achieved a 77% 2-second brand recognition rate—36% higher than the average for TikTok ads.

Very’s TikTok campaign sets a new standard for successful digital advertising with its vibrant visual “hook,” a feature identified by System1 and TikTok as key to high-performing digital ads. Combining bold colours, an upbeat soundtrack, and the brand’s recognisable flamingo fluent devices, the campaign captures attention instantly. Introducing the young Coral, a new flamingo character, paired with a TikTok-viral soundtrack, Very delivers platform-specific relevance while retaining the emotional, character-led style of its TV ads. In a digital landscape dominated by sales-focused visuals, Very’s  distinctive and engaging approach drives meaningful connections and lasting impact.

System1, in partnership with TikTok, evaluates TikTok ads through its Test Your Ad Digital platform, capturing real consumer emotions and attention to creative. Ads are rated on a scale of 1-Star to 5.9-Stars, measuring their potential to drive long-term brand growth. While only 1% of TV ads achieve a 5-Star Rating, digital ads perform even lower, with just 1.5% reaching a 4.0-Star Rating or higher. The platform also assesses 2-second brand recognition and short-term sales potential, where digital ads average a low 41% brand recognition and only 1% demonstrate exceptional sales-driving ability. This highlights just how strong its performance was, including achieving a 5 Star rating for long-term potential and exceptional short-term sales potential.

Jessica Myers, Chief Customer Officer, The Very Group said:

“Exposure to the launch of our ‘Let’s make it sparkle’ platform drove a 22% increase in target customer consideration, highlighting the impact of our approach. Growing our brand remains central to our business strategy, and research clearly shows that consistency is vital. That’s why our fabulous flamingos, like the adorable Coral, have been featured so prominently across our marketing this year. Connecting with audiences in the environments where they are is key, we see the benefit in developing engaging digital channel first creative to further amplify the impact of our brand platform – and these results show it works.”

 

Andrew Tindall, Senior Vice President Global Partnerships, System1 said:

"Our work with the IPA this year has made the case for consistency clearer than ever. The success of Very’s TikTok campaign is further proof that a culture of consistency is crucial for brand success.  Too often, we see brands treating TV, OOH, and digital media in isolation, but Very’s unity across all channels is both powerful and clearly effective. Our work with TikTok has given us a unique opportunity to observe the impact of consistency in practice, strengthening our understanding of what truly works in the digital landscape."