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