• App Downloads volume is up +22% 
  • Cost per Install lower by -26%
  • CTR is up by +11%


PrettyLittleThing is a fast-growing UK-based fashion e-commerce brand primarily aimed at providing trendy, unique clothing to 16 to 24-year-old women. Boohoo Group owns this company that services twelve different international markets. 

They are continually expanding their global reach and with successful digital marketing strategies like the one outlined below, they are proving to have the revenue and growth to support this worldwide footprint. The company's main headquarters are in Manchester, with showrooms in London, Paris, Los Angeles, and Miami.


The problem PLT set out to solve in conjunction with MarinOne was to create a stronger audience of new and returning customers through their custom shopping app. Lifetime value is a crucial component to PLT's long term success as they aim to increase the number of repeat customers that may eventually become true brand loyalists.


PrettyLittleThing activated Marin automated bidding to make their Apple Search Ads campaigns as efficient as possible. On the Apple Search Ads side, the strategy included search result campaigns, split into "Brand," "Generic," and "Competitor" categories, and then further split into seven different markets in total. The combination of a well-organized campaign structure as well as Marin automated bidding was effective in bringing in as many Apple Search Ads users as possible while improving cost per install and click through rate.


The results were as follows:

  • App Downloads volume increased 22% 
  • Cost per Install decreased 26%
  • CTR increased 11% 

With Marin automated bidding, PLT was able to tailor ad placement bids to reach more relevant users, making Apple Search Ads an important pillar of their mobile app marketing strategy. With a 30% increased efficiency on existing campaigns, PrettyLittleThing was also able to scale their investment into more Apple Search Ads campaigns and reach more varied Apple Search Ads audiences. This increased efficiency combined with Apple Search Ads' new placements made for a winning combination. To learn more about these new placements, read our guide here.

If you'd like to learn how to scale your Apple Search Ads strategy and garner the kind of success PrettyLittleThing was able to achieve, reach out to our team for a personalized demonstration of our solution.