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Peloton Case Study
Brand Tracking

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PRETTYLITTLETHING CASE STUDY:
INFLUENCER CAMPAIGN MANAGEMENT
Accurately assessing the strength, health and growth of a brand is vital to marketers’ short-term and long-
term planning — but it still proves elusive for many modern marketers. True brand tracking goes beyond
traditional “dipstick” methods of measuring brand health and enables marketers to tap into the unknown —
what a customer truly thinks about their brand. Keeping an active pulse on consumer perception and relative
changes to brand equity over time helps marketers and communicators design better campaigns and build
stronger customer relationships.

Toward this aim, The Harris Poll has introduced Harris Brand Platform, an always-on business intelligence
tool surveying thousands of people on a daily basis in over 40 countries to keep a continuous pulse on a
curated set of metrics, ranging from brand health to conversion funnel to advertising exposure to perceptual
positioning.

USE CASE: ARE INFLUENCER CAMPAIGNS HITTING THE MARK?
To illustrate how brand tracking tools such as competitive intelligence, brand equity metrics, and
demographic breakdowns can successfully feed campaign management, we take a look at the UK-based
fashion retailer, PrettyLittleThing. A relatively new but quickly growing fast-fashion retailer with a strong
e-commerce presence and a target market of 16-34-year-old females — PrettyLittleThing’s primary marketing
strategy leverages social media, influencers, and celebrity collaborations to cut through a noisy e-commerce
space.

A look at one of their more recent collaborations with Doja Cat reveals that their strategy is paying off. Despite
the controversy around the advertisement for this collaboration — which ended up being banned and then
heavily edited due to explicit content — it seems PrettyLittleThing hit the nail on the head in reaching its target
consumers and gaining ground on market leader ASOS.

Charting out brand familiarity for both brands among their core audiences, we begin to see the success
that these types of campaigns can yield for emerging upstarts like PrettyLittleThing when compared to a
legacy competitor. Digging into the upper-end of PrettyLittleThing’s target audience — millennials — who are
less likely to be familiar with the brand than Gen Zers, we found the Doja Cat collaboration moved the needle
with this potentially less-engaged target segment.

Base: female millennials ages 18+, 1/1/21-7/1/21; PrettyLittleThing n=770; ASOS n=740

PrettyLittleThing’s familiarity score for this segment saw a significant jump in April — overtaking
ASOS — when the Doja Cat collaboration was unveiled. PrettyLittleThing then continues to keep pace
with ASOS over the following two months, showing the potential long-lasting impact of the provocative
campaign.

Zooming out, we also see that brand equity and all four of its components see a significant increase after
campaign launch.

Looking past familiarity we find that purchase consideration saw a dramatic lift for this demographic
set (i.e. female millennials) as well. Purchase consideration is a key indicator for PrettyLittleThing in
evaluating its potential market share growth. At the same time, its momentum score (i.e. how consumers
view its trajectory as a company) affirms the bold direction of its campaign strategy and is especially
important for up-and-comers to track.

The final brand equity pillar, PrettyLittleThing’s perceived quality among consumers, also sees some lift
over the relevant time period among female millennials. Ultimately, while the content of the Doja Cat ad
was controversial, that controversy was likely a boon for the fledgling online retailer.

To get a complete picture on campaign performance, a brand must look at not only its own
performance throughout the relevant time period, but also its performance compared with that of key
competitors. In this instance, PrettyLittleThing executed a sound campaign strategy that put it in the
spotlight and gave its brand a much-needed boost among its competitive set. By tracking the health
of its brand over time, the retailer can ensure its bold creative tactics continue to resonate with its core
audience — and adjust its strategy accordingly.

Base: female millennials ages 18+, 1/1/21-4/1/21 n=391; 4/1/21-7/1/21 n=378

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         METHODOLOGY
         Brand equity data was collected online within the United States during January 1-February
         1, 2021, among 770 female Millennials (aged 25-40) for PrettyLittleThing and among 740
         female Millennials for ASOS; during January 1-April 1, 2021, among 391 female Millennials
         for PrettyLittle Thing; and during April 1-July 1, 2021, among 378 female Millennials
         for Pretty Little Thing by The Harris Poll via its Harris Brand Platform product. Figures
         for age, sex, race/ethnicity, education, region and household income were weighted
         where necessary to bring them into line with their actual proportions in the population.
         Propensity score weighting was used to adjust for respondents’ propensity to be online.

         ABOUT THE HARRIS POLL
         The Harris Poll is a global consulting and market research firm that strives to
         reveal the authentic values of modern society to inspire leaders to create a better
         tomorrow. It works with clients in three primary areas: building twenty-first-century
         corporate reputation, crafting brand strategy and performance tracking, and
         earning organic media through public relations research. One of the longest-
         running surveys in the U.S., The Harris Poll has tracked public opinion, motivations
         and social sentiment since 1963, and is now part of Stagwell, the challenger
         holding company built to transform marketing.