The Brand

PrettyLittleThing is a UK-based global fashion retailer known for trend-led styles at affordable prices. With a mission to make fashion accessible to every body and every budget, the brand engages a digitally native audience through high-impact campaigns, influencer collaborations, and bold collections that move with the speed of culture. PrettyLittleThing delivers fast fashion with global appeal.

The Challenges

When the Barbie movie premiere generated global buzz, PrettyLittleThing’s team noticed a spike in Barbie-related search queries—both on Google and on their own site. The opportunity to capitalize on trending demand was clear but acting quickly across a high-volume product catalog posed a challenge.

With over 300 products needing optimization, the team had to identify relevant SKUs, enhance product titles and descriptions with Barbie-themed keywords, and time campaign activation precisely across six international markets. Manually updating listings would have been inefficient and error-prone, especially without the ability to test changes or automate feed scheduling.

PrettyLittleThing needed a way to launch a highly targeted campaign while ensuring optimized visibility in key channels like Google Shopping. They also needed the ability to automate campaign rollbacks once the promotional window closed, avoiding long-term impact on product data.

The Solutions

To meet the tight campaign window, PrettyLittleThing turned to Athos Commerce to streamline execution at scale. The platform’s intuitive interface made it easy for the team to identify over 300 relevant SKUs and update product titles and descriptions with Barbie-themed keywords—all without developer support.

Using built-in A/B testing functionality, PrettyLittleThing was able to validate feed changes before rolling them out across markets. This ensured optimized visibility without compromising accuracy or relevance. The platform also allowed for multivariate testing to compare different optimization strategies and measure performance uplift across SKUs.

Automation features made it possible to schedule the campaign launch and rollback in advance. This gave PrettyLittleThing full control over when the updates would go live and revert, minimizing operational risk while maximizing promotional impact. With consistent, high-quality product data feeding into Google Shopping and other key channels, the campaign delivered strong results across all six markets.

The Results

The Barbie campaign exceeded expectations, with PrettyLittleThing seeing significant uplifts in product visibility and shopper engagement across all six target markets. In France alone, the brand recorded a massive 1,397% increase in product impressions, confirming the impact of timely, targeted feed optimization. Impressions also increased by 1,106% in Australia, 593% in Canada, 292% in the US, 205% in Ireland, and 125% in the UK.

Click-through rates followed suit in PrettyLittleThing’s core markets, with France experiencing a 1,139% increase in shopper engagement, followed by 204% in the US and 50% in the UK. By targeting relevant SKUs and tailoring product data to trending demand, the brand was able to rise to the top of key surfaces like Google Shopping.

By leveraging Athos Commerce’s Intelligent Reach solutions, PrettyLittleThing maximized the campaign’s visibility during a high-interest cultural moment. With streamlined execution across multiple geographies and built-in performance tracking, PrettyLittleThing was able to act fast, stay agile, and win big.