Zombie shopping for PrettyLittleThing - Best Use of Google Media Winner - Croud - The Independent Agency Awards 2022

Campaign Summary:

In 2021, PrettyLittleThing, the UK based women’s fashion retailer, tasked Croud with finding new customers at a lower cost-per-acquisition through paid search. With tens of thousands of products offered to consumers and multiple new product lines being launched each week, PLT needed support in maximising their paid search strategy and shopping campaigns.

Using Google Smart Shopping Campaigns, Croud identified the products not being shown to consumers via existing campaigns. This allowed the team to set up smart, automated processes to maximise existing reach while reaching more customers and uncovering incremental revenue opportunities. The team’s strategy – informally known as zombie shopping – took a new approach to SKUs that were laying dormant in Smart Shopping campaigns. The end goal was to get those ‘zombie SKUs’ working for us, by providing the bidding algorithms a chance to learn from them.

The campaign was an overwhelming success for Croud and PrettyLittleThing. Not only did the campaign succeed in driving clicks, they also drove impressive incremental revenue in their respective categories. Of the original list of 32,000 SKUs, 60% (19,458) shifted away from being dormant, driving significant additional revenue in the first 30 days alone.

The Croud team demonstrated their PPC expertise and ability to push the boundaries of paid search, and as a result, the retailer expanded their relationship with Croud to also encompass paid search management in the US.

- Croud​