Work

St. Tropez

Challenge

  • The challenge was to drive coverage around the launch of St Tropez Self Esteem campaign with Kelly Osbourne
Kelly O

Solution

  • Worked closely with the St. Tropez and The Prince’s Trust concerning levels of self-esteem in young people
  • Co-ordinate a full day photoshoot with Kelly Osbourne and Elle magazine in LA
  • Co-ordinate additional photography to issue to media at the launch of the self-esteem research
  • Secure four key media interviews where Kelly Osbourne discussed how St. Tropez has improved her self-esteem
  • Identify and targeted influential columnists concerning the launch
  • Contract media to carry correct credit to push sales online and drive traffic to St Tropez website
  • Negotiate the rights to film a behind the scenes video from the LA shoot and issued to key online titles

Results

  • The campaign delivered an ROI of 9:1 with a total of 65 pieces of positive coverage
  • Regional outreach programme has led to extensive local coverage