PrettyLittleThing has announced its sponsored takeover with social app TikTok. From 7 to 13 June, Pretty Little Thing and its #PrettyChallenge was the first thing that every UK user of the app saw when opening the application. TikTok, is a social app that allows users to share short videos and the #PrettyChallenge encouraged users to share videos of outfits that bring confidence and to use Pretty Little Thing's exclusive track created with Will.i.am on their posts. 

Across the six-day campaign period, a total of 8.5k videos were posted on the platform. 

Nicki Capstick, Head of Marketing at PrettyLittleThing: “As one of the biggest social brands in the world, with a total audience size of 13.5 million, PrettyLittleThing is always striving for innovation. Our prompt adoption of TikTok and subsequent sponsored takeover is a testament to this."