St Tropez

Challenge

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

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

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