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 Ulta business fighting sustained YoY decline. 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
​After multiple years of declining sales, St Tropez successfully returned to growth.
• Social achieved a 186 SOV vs. SOE index, outvoicing big-spending challengers
• YouTube :15 drove +8.9% awareness lift, far exceeding the 2-4% benchmark
• +14.6% YoY Amazon revenue growth, up from +7.0%
• Amazon DSP + Sponsored Ads drove 8-10x lift over Sponsored Ads alone
WORK
OLV
