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Success Stories

Barbie campaign boosts visibility by 1,400% for PrettyLittleThing

Tactical marketing can be time-consuming. And sometimes the effort can be greater than the rewards. With the help of Intelligent Reach, PrettyLittleThing was able to put together a rapid fire campaign that delivered results that were nothing short of spectacular. Visibility rose by up to 1,400% on Barbie-related searches, thanks to the global success of the movie and some astute product feed management.

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At A Glance

What they wanted, what they got

The Results


The Challenge

Barbie the movie created an opportunity to boost impressions

The recent launch of Greta Gerwig's Barbie movie was surrounded by a huge amount of hype. The marketing team at PrettyLittleThing noticed a significant shift in Barbie searches not only on Google but on their own site as well. They saw an opportunity to use the Intelligent Reach product management platform to boost impressions and sales on Google Shopping...

Modifying feeds for tactical campaigns can be time consuming

Identifying and modifying key items in a very large product feed can be complex and time-consuming. The Intelligent Reach platform has been designed with built-in A/B and multivariate testing which makes modifying feeds, testing changes and rolling out changes to live, as straightforward as clicking a few buttons.

Tactical changes can be scheduled to run automatically

To make sure tactical changes to a product feed revert to normal, at the end of a campaign, feed changes can be scheduled to turn on and off automatically. For the Barbie campaign, 325 products had to be identified and amended to include appropriate Barbie keywords, then reverted to normal once the campaign was over.

How we Helped

Using the platform, the team increased visibility on Google Shopping by up to 1,400%

Using lists, PLT was able to quickly identify the products to be promoted

By uploading a list of the 325 affected products, PrettyLittleThing was able to identify and label the products that needed to be modified, quickly and easily.

Using rules, PLT could modify multiple attributes with a single instruction

The Intelligent Reach platform includes a rules engine that allows a rule to be applied to any group of products. For this campaign, the keyword 'Barbie' was added to product type and product highlights.

The Intelligent Reach Customer Success team was available to help every step of the way

The Intelligent Reach platform is a self-serve system, but our customer success team was on hand throughout the campaign to help deliver a positive outcome.

The Outcome

With the Intelligent Reach platform tactical campaigns have become straightforward and effective

As a result of the changes to the Google shopping feed, impressions increased by 125% in the UK, 205% in Ireland, 292% in the US, 593% in Canada, 1,106% in Australia and a massive 1,397% in France.

In PrettyLittleThing's core markets, the increase in clicks ranged from 50% in the UK, and 204% in the US, to 1,139% in France.

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“We’re really pleased with the results of this test, particularly in France where we saw a nearly 1400% uplift in impressions. We validated the increase in impressions and clicks from this test by comparing the results to overall account performance for that period, and the uplift on the SKUs that were a part of this test was significantly higher than the overall account."

Amy Storey

Assistant PPC manager, PrettyLittleThing

The Award-Winning PLatform, Loved by OUR Customers...

Capterra 4.5 out of 5
Technology Vendor of the Year
Globas Business Excellence Awards Outstanding New Product Service

The Award-Winning PLatform, Loved by OUR Customers...

Capterra 4.5 out of 5Technology Vendor of the YearGlobas Business Excellence Awards Outstanding New Product ServiceThe Saas Awards Finalist 2021UK Business Tech Awards WInner
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