Charlotte Tilbury Official Beauty Partner: Platinum Jubilee

  • Natalie Grover

In the summer of 2022, Charlotte Tilbury was crowned the official beauty partner for Her Majesty The Queen's Platinum Jubilee pageant celebrations. Alongside an iconic product strategy in collaboration with the Royal Household, Charlotte also hosted the 90's pageant bus with top British icons from the era and brand muses, including Kate Moss and Laura Bailey, watched by millions worldwide.

As part of the social media strategy within the overarching PR strategy, my role with the creative studio and leading the Global Social Media team included ideation for the pageant with the creative direction of social assets, BTS content ideation and the tease phase of the campaign including a competition mechanic to drive awareness to a giveaway of Charlotte's Platinum Jubilee Collection and limited-edition Platinum Jubilee makeup bag.
  • The overall PR campaign reached over 5 billion and advertising revenue of £8.5 Million.
  • The Global Social media activity achieved average engagement rates of over 3% across Instagram and TikTok. In particular, HERO assets on Instagram acquired between 5-7% engagement rates with a typical reach of 120k.
  • The competition element achieved 7.75% and over 1 million impressions and reach.
  • Across 8 TikTok videos, views reached over 528k views.