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very_0 is teaming up with Bauer Media for a shoppable video content campaign to promote its V by Very collection.

The two-month campaign, implemented and brokered by The Story Lab, has been created by ADVENTURE, Bauer’s in-house creative commercial team, and will run across a number of Bauer Media brands, including Grazia, heat, Closer, The Debrief and KISS.

The campaign will focus on a series of mobile and desktop enabled shoppable videos, with brand ambassadors and stylists from Grazia, heat, Closer, The Debrief and KISS showcasing the V by Very range. is owned by Shop Direct

The video content will allow users to select items to style a bespoke outfit, changing key pieces depending on occasion or mood – the first time this video technique has been used by

There will also be a personalised quiz with advice from the Bauer style gurus, as well as accompanying social activity giving weather-relevant outfit suggestions.

Almost two thirds of 2016 online sales at Liverpool-based Shop Direct, which operates Very, were via mobile devices, meaning Very was looking for a creative solution to capture consumer attention quickly on smartphones.

Lucie Cave, editorial director, commercial content, at Bauer Media, said: “This campaign demonstrates how we are leading the way in retail technology and digital creativity, building bespoke solutions for clients to meet their business objectives, whilst delivering a trusted voice to consumers.”

Andrew Roscoe, head of brand at Shop Direct, added: “In the fiercely competitive online fashion market, we’ve only got seconds to grab our audience’s attention on their smartphones before they swipe on. That’s why we’ve worked with Bauer on an innovative and impactful campaign, which will be relevant and inspire our target customer for V by Very. We’re proud of this work and can’t wait for it to land.”

The campaign starts this week.

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