Online fashion and home retailer Very’s ‘Flamingo Flock’ social media ad has achieved a 5.0-star rating on System 1’s Test Your Ad platform.
The ad, featuring the new flamingo character Coral, was part of the retailer’s wider brand Platform ‘Let’s Make it Sparkle”.
The Very Group chief customer officer Jessica Myers 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.”
System 1 highlighted that the brand’s “vibrant” visual hook contributed to its success. According to the data platform it captures the viewer’s attention instantly.
The platform evaluates TikTok ads, in collaboration with the social media channel, and rates the ads on a scale of 1 to 5.9 stars, measuring their potential to propel long-term brand growth.
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According to the consultancy, 1% of TV ads achieve a 5-star rating, and 1.5% of digital ads achieve a 4-star rating or higher.
It also assesses two-second brand recognition and short-term sales potential. The platform reported digital ads on average score 41% in brand recognition and only 1% showcase the ability to drive sales.
According to System 1, Very’s ad achieved a 77% % 2-second brand recognition rate — 36% higher than the average for TikTok ads-.
System1 senior vice president of global partnerships Andrew Tindall 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.
