Pretty Little Thing

The Objective

Pretty Little Thing, a UK-based fashion retailer owned by Boohoo Group, wanted to build its brand presence amongst its target audience of 16-24-year-old women by showcasing the endless transformations a woman can have through its diverse collections. Known for its youthful, fashion-savvy community, TikTok was the perfect place for Pretty Little Thing to set up an official Business Account and show off its latest must-have looks and styles with engaging organic content.

The Solution

Pretty Little Thing celebrates sass and confidence with bold outfits and popular dance moves meant to keep the vibes young and fresh. Although the content of each video is different, on-brand pink props or callouts are used to give all videos a unified brand feel, including many mischievous videos filmed at the Prettly Little Thing headquarters to make content instantly recognisable to their fans. 

Pretty Little Thing cleverly utilises its Business Account to scout for new creators and offer the chance for followers to feature or collaborate with the brand, leveraging TikTok’s creator ecosystem to produce native content and tap into popular creators' clout to increase its fan base. The brand frequently creates short and engaging video captions inviting the audience to share opinions, or give fans the chance to #WIN shopping vouchers generating thousands of comments on its Business Account. 

The Results

Since opening its Business Account in 2019, Pretty Little Thing has accumulated more than 1.1 million followers and generated more than 15.7 million likes across 460+ videos. The TikTok Business Account has proven to be highly effective for engaging with its audience while helping the brand maintain a buzz around its ever-changing clothing lines.