St.Tropez: The Ashley Graham launch that taught TikTok to glow with confidence.
St.Tropez asked us to launch its collaboration with Ashley Graham on TikTok, with a brief to create a trending moment, drive sales and grow both its channel and its awareness within the community. We hand-picked 28 beauty creators to make content about self-love, inclusion and body positivity under #GlowWithConfidence, then put paid behind it. The content passed 44M views and the St.Tropez TikTok account grew by 983%.
Results at a glance
44M+ views on content featuring St.Tropez products.
983% growth in the St.Tropez TikTok brand account.
28 beauty thought leaders, chosen from 3,000+ approved creators.
A big name launch. An even bigger message.
St.Tropez was launching its collaboration with Ashley Graham and wanted TikTok to be where it landed. The brief asked a lot of one launch: a trending moment, more sales, a bigger following for the brand channel and more awareness within the community. Underneath all of it sat the message St.Tropez wanted people to take away, one of diversity, inclusion, self-love and body positivity.
Launch the Ashley Graham x St.Tropez collaboration as a trending moment on TikTok that drove sales.
Grow the St.Tropez TikTok channel and brand awareness within the community, while carrying the brand's message of diversity, inclusion, self-love and body positivity.
Less about the tan, more about the confidence.
A launch fronted by Ashley Graham was always going to be about more than a bottle of tan. We built it around a feeling people could share, and gave it a hashtag: #GlowWithConfidence.
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The insights
A self-tan launch can easily turn into a conversation about shade and finish and nothing else. St.Tropez had always stood for something broader, with a brand message rooted in diversity, inclusion, self-love and body positivity, and a collaboration with Ashley Graham put that message front and centre. The opportunity was to make the glow feel like a result of confidence, and give Gen Z and beyond a reason to post about how they felt, not just how they looked.
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The strategy
We started with our database of more than 3,000 approved creators and hand-picked 28 thought leaders in the beauty space. Their job was to make scroll-stopping content that put inclusion and self-love first, encourage Gen Z and beyond to #GlowWithConfidence, and position St.Tropez at the front of the market for self-tanning on TikTok.
Hand-picked thought leaders
We narrowed a pool of more than 3,000 approved creators down to 28 beauty voices, each chosen to carry the message as well as the product.
One hashtag, one message
Creators posted under #GlowWithConfidence alongside #StTropezTan. The first gave the campaign something to rally around, and together they gave us a clean way to track its success.
Paid amplification
We put a paid strategy behind the creator content to amplify the message across TikTok, taking it well past the creators' own followers.
Campfire services on this project
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The impact
Content featuring St.Tropez products generated over 44 million views, and the St.Tropez TikTok brand account grew by 983%. The launch also did the harder thing the brief asked of it. With 28 creators talking about the collaboration in their own words, it established Ashley Graham x St.Tropez as an empowering, global statement of self-love and body positivity rather than just another product drop. By the end, the campaign had surpassed every target St.Tropez set for it.