PLT (PrettyLittleThing) and Redbox Mobile
Apple Search Ads Paid Advertising Using the Redbox Platform
In October 2019 PLT (PrettyLittleThing) were looking to increase their brand awareness and downloads of their app within the App Store. Having never tried App Store marketing before, the retailer handed Redbox a modest test to run between October 2019 and January 2020. During this period, Redbox needed to prove that it could control the budget, and achieve a Cost Per Install (CPI) goal of under £1.
Following the success of this initial test, campaigns restarted from April 2020 in the UK and USA, with France added in October 2020. The key objective was to help grow PLT’s Apple Search Ads spend and acquire as many installs as possible. Redbox used Apple Search Ads installs to promote PLT during Black Friday as well as Post Christmas Sales.
For each territory, three campaigns were created: a brand, a competitor and a generic campaign, as well as a dedicated ‘Major Competitors’ campaign for ‘missguided’ and ‘fashion nova’. Redbox was briefed to bid aggressively on these brand keywords, both being the direct competitors of PLT.
Budget allocated to the activity increase month by month, with big increases around Black Friday and post-Christmas to reflect the large increases in search volumes during these periods. Installs also increased significantly, with a huge spike in the week of Black Friday and Cyber Monday, there was a huge spike, with the CPI also remaining within its target.
All campaigns have been successfully delivered against the KPIs requested and as a result Redbox Mobile have gained the client’s trust, enabling the brand to bid much more aggressively on major competitors, and to spend more on smaller competitors and generic terms such as ‘clothing apps’. In addition, the gradual increase in spend over the past year has led to maintained, healthy CPIs.
Judges’ View: “I liked the effective use of competitor benchmarking and the way the agency gained the client’s trust in their methodology so that they were happy to increase the budget.”
Most Effective Search Campaign
PLT (PrettyLittleThing) and Redbox Mobile – Apple Search Ads Paid Advertising Using the Redbox Platform
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