FEED
ST TROPEZ
An Iconic Glow up
BUSINESS PROBLEM
An iconic premium brand, St Tropez needed to maintain its luxurious, tanned-in-the-South- of-France image while growing across two very different retail environments: an Amazon business ready to accelerate, and an existing Ulta business model. Challenger brands like Coco & Eve, Bondi Sands, and Loving Tan were out-spending St Tropez and taking share of voice and share of market across both retailers.
ADVERTISING CAMPAIGN IDEA
KWG built a full-funnel, retailer-specific media strategy. An efficient YouTube and social plan protected share of voice to capitalize on category demand during peak season, targeting Ulta self-tanner shoppers with eye-catching aspirational imagery, superior product benefits and confidence-building, can’t miss consumer experiences. Always-on search support across Google and Criteo kept St Tropez visible to Ulta shoppers year-round. On Amazon, DSP and Search worked together to entice and convert in-market shoppers.
RESULTS
Overcoming fierce competition, St Tropez successfully returned to growth.
• Social out-voiced big spending challengers.
• YouTube drove awareness growth and exceeded benchmarks.
• Double digit YOY Amazon growth.
WORK
OLV
