Over the years, activity evolved from short-term response to longer-term brand building to sustain growth. They chose to invest in programmes that got the nation talking. For example, we bought a national peak spot in I’m A Celebrity Get Me Out Of Here and The X Factor. We used linear TV and added on-demand to amplify reach. They also continued collaborating with models and celebrities to create their own collections.
WHAT WE DID
PrettyLittleThing’s share of Google search grew by 33 percentage points from 7% in 2014 to 40% in 2018.
WHAT HAPPENED
WHAT THEY SAID
Awaiting Quote
Severin
Awaiting Quote
Media Owner
- Adam
WHAT WE SET OUT TO DO
PrettyLittleThing were operating in a fiercely competitive market, but with lower budgets than their competitors. The challenge was to drive 16-34 women to the website and grow the brand over several years.