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PrettyLittleThing’s #StayAtHome Campaign Earns $4.7 Million in MIV

PrettyLittleThing’s Instagram campaign encouraging followers to stay home during the coronavirus seems to have paid off.
Launchmetrics is reporting that the fast-fashion e-tailer earned $4.7 million in Media Impact Value from March 15 to May 1. During that time period, PrettyLittleThing ran an Instagram campaign, #StayHomeWithPLT, that garnered 214 placements. The company generated a total of $3.3 million in MIV through its own Instagram, where it repurposed influencer content.
Like other fast-fashion e-tailers, PrettyLittleThing leans heavily on influencer relationships for its marketing and social media strategies. According to Launchmetrics’ report, influencers accounted for $1.3 million of PrettyLittleThing’s total MIV.

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💕 #StayHomeWithPLT 💕 We are living for these living room LEWKS 😍🙌 Tag your at home PLT ‘fits using the hashtag #StayHomeWithPLT for a chance to be a featured ✨ 🔍 Search to shop 👇 1️⃣ CMK8791 2️⃣ CME1050 3️⃣ CME0317 4️⃣ CMK7937 5️⃣ CMK0652 6️⃣ CMB2382
A post shared by FASHION • BEAUTY • LIFESTYLE (@prettylittlething) on Mar 25, 2020 at 8:17am PDT

Tia Lineker was the brand’s top creator. She shared a look book video to her IGTV channel that racked up more than 61,000 views. The video earned $156,000 in MIV — PrettyLittleThing’s

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