2016 was approached with a specific task in mind – to grow PrettyLittleThing.com’s audience regionally. Through this, the aim was to dominate a selected city which had never been a main focus before and drive sales to the website through this city’s key Women 16-24 target audience.
Glasgow is the largest city in Scotland and has the UK’s second largest suburban commuter rail network and subway system. The region has a young desirable population with multiple universities within the city, making it an ideal geo-target for PrettyLittleThing.com.
The Glasgow audience:
- 40% are more likely to agree ‘I spend a lot on clothes’
- 19% more likely to agree ‘I often buy, on impulse, products I haven’t thought of’
Across two weeks we launched an impressive high impact a Glasgow Subway Domination campaign across Buchanan Street Station. Close to Buchanan Bus station and providing interchange with Glasgow Queen Street Rail, it is the busiest station on the subway that also serves Buchanan Street which is popular with shoppers.
The Out of Home domination campaign included high impactful formats, taking over the entrance/exits as well as high frequency sites throughout the station at every angle. The station was fully covered with PrettyLittleThing.com’s new seasonal launch of ‘Motel California’ reaching 7,700 passengers who use the station on a daily basis commuting to/from work and for leisure.