The Brief
The UK & USA's most trusted tanning brand tasked Cult with developing a newsworthy campaign to support its Spring/Summer 2022 launch, and positioning global ambassador Ashley Graham as NEW news for the brand.
What we did
We launched the world's first TikTok beauty festival, #GlowFest - a 3 day virtual festival hosted by Ashley Graham & a lineup of TikTok's biggest beauty creators, and timed for audiences to participate around the world, all while leveraging TikToks new live commerce functionality to drive traffic to the GlowFest lives and unlock purchase power for consumers.
Talent
We wanted to ensure that GlowFest's cast not only delivered on diversity, but also had a broad appeal, by tapping into the variety of potential associations that our target audience might have with the tanning category, and with beauty more generally.
+42%
increase in followers on St. Tropez’s TikTok account
10%
higher ER than industry benchmark
19M
views across the four day festival
+98%
WOW sales uplift at Ulta