PRETTY LITTLE THING'Painting the town pink' - Mirabelle Communications Ltd (2024)

PLT sought to execute campaigns - elevating brand awareness globally through Out of Home in the UK, France, USA and a TV partnership with NBCU E! Entertainment across UK, France and Australia.

These collaborations paved the way for many more celebrities including; Hailey Bieber, Jennifer Lopez, Ashanti and Little Mix. Celebrity collaborations show that PLT are on trend, raise brand awareness and communicate PLT’s brand’s positioning and ethos, as celebrities embody various body shapes, sizes and personalities.

Working closely with PLT, Mirabelle execute campaigns across the globe targetingmajor travel junctures, including London Underground, and high-traffic and touristic locations, such as Times Square. These campaigns drive product awareness of PLT’s lines and build a perception of the brand being positive and relevant in-market, through stand-out on various high frequency and high impact formats.

The pink unicorn campaign developed organically, building on previous awareness campaigns created to support and raise awareness of the PrettyLittleThing brand.

The swathes of pink & prancing unicorns are distinctive and fun, which resonated with a youthful female market and target audience of PrettyLittleThing.

The brand became more than an on-trend affordable fashion outlet, it has a strong and rapidly recognisable brand identity. Pink unicorns appeared everywhere from newspapers, bus, tram and taxi wraps, to more extravagant activations; such as a helicopter wrap in support of a PR stunt, positioned during Celebrity Big Brother.PrettyLittleThing are not only identified by their logo but are now synonymous with its signature pink adorned with unicorns, which established a sense of individuality and personality alongside high audience recall.

Growing the awareness of the unicorn print for the PLT brand went global, appearing across the United Kingdom, Ireland, France, Spain, Greece, Australia, United Arab Emirates and the United States of America.