St Tropez

Challenge

Drive awareness and sales of St. Tropez's Perfect Legs product online and through Boots stores
St Tropez

Solution

  • Recruitment of professional dancer, Kristina Rihanoff as a celebrity ambassador for the product
  • Styled shoot with the media focusing on Kristina's 'Perfect Legs'
  • Different looks /shots achieved to infiltrate key titles for mass awareness
  • Additional media time with Kristina used for print media interviews
  • Launch of a specific microsite with images and product information
  • Social media programme breaking news to the audience and media online
  • Results

  • 7 pieces of national newspaper and magazine coverage, including page 3 The Sun and page 3 Daily Express
  • 10 pieces of online coverage on key sites such as Mail Online, HeatWorld and Sun Online
  • Each article contained the St. Tropez URL and Boots credit
  • Sales of Perfect Legs rose 40% in Boots when coverage broke
  • Traffic to St. Tropez increased by 1000% over the weekend, with 84% of traffic being new visitors to the site