NBCUniversal/E! were among the winners at the Mumbrella Entertainment Marketing Awards in Sydney last Thursday night, picking up the Best Branded Sponsorship or Product Integration award for their work on PrettyLittleThing.com.
As part of a global partnership across key markets, E! Australia and PrettyLittleThing.com collaborated to deliver a truly integrated 360 campaign across all E! properties.
“As a team, we are thrilled to be recognized at the Mumbrella Entertainment Marketing Awards for our work with PrettyLittleThing.com across E!. Receiving the award for Best Branded Sponsorship or Product Integration has allowed us to demonstrate our capability in this space and we look forward to delivering more innovative integrated campaigns for our clients in 2019” – Pete Harrison, Head of Content Partnerships, NBCUniversal Australia & New Zealand
The 12 month campaign delivered PrettyLittleThing.com alignment with E! core programming through on-air sponsorship, as well as native solutions across linear and digital and amplification through E! social media assets.
Product integration with E! Australia Host Ksenija Lukich was featured on two episodes of The Hype across E! and E! News Online. This was supported by two consumer promotions, one to win a years’ supply worth of PrettyLittleThing.com clothing as featured on The Hype and another to win a trip to NYC Fashion Week to be an E! / PrettyLittleThing.com influencer.
Both competitions were amplified through E!’s social media assets. Further social integration included an Instagram takeover by E! Australia host Ksenija Lukich at Fashion Week Australia as well as custom created memes to drive key new season launches for PrettyLittleThing.com.
Sarah Lattouf, MCN’s Group Partnerships Manager commented; “It’s been a fantastic year for NBCU and this award celebrates the amazing partnerships with brands across their network. The ability to align PrettyLittleThing.com so seamlessly in an environment that resonates with the brand, and the viewer, has delivered great results for the 360 degree execution. It’s an exciting time for NBCU and this award showcases the powerful partnerships available for advertisers.”
E! also hosted an exclusive cocktail event for influencers for the premiere of Keeping up with the Kardashians Season 15, featuring a PrettyLittleThing.com pop up shop and hosted by Ksenija Lukich.
The campaign objective was to intrinsically link PrettyLittleThing.com with E! to grow their Australian consumer base by positioning them as the go-to brand for all things pop culture, red carpet and beyond.
NCBUniversal conducted consumer research relating to the campaign which showed that respondents found the brand alignment a great partnership. They recognised E! as a platform for viewing ‘the most current fashion trends’ and PrettyLittleThing.com as the place to ‘purchase such items’ and ‘a glamorous brand with a trendy outlook’. Being associated with E! also created brand trust among respondents.
For opportunities to partner across the NBCU platform, please contact Sarah Lattouf to find out more.