Charlotte Tilbury: Pillow Talk Party

  • Natalie Grover

In 2022, Charlotte Tilbury launched her iconic Pillow Talk Party range featuring top VIP talent, including; Kate Moss & Twiggy. Alongside an earned and owned social media strategy, PR and an ATL to launch the NPD , Charlotte edged into the Metaverse through an interactive store and virtual masterclasses. The campaign also included an Instagram VR filter and the launch of Charlotte's first Avatar, which popped up worldwide in different iconic locations and events such as the Oscars, Coachella and via influencer amplification.

As an integrated ATL beauty campaign, I was appointed by Charlotte Tilbury at launch to monitor and analyze social content for the wider business and advise on amplifying harder-to-sell products in the range through social assets. In addition, I regularly reported on content success and developed and presented a broader end-of-campaign report to the Global Social Media team and brand managers to outline successes, learnings, recommendations and setting KPIs for future campaigns.
  • Reached over 24M from owned social content (Instagram & TikTok)
  • Owned engagements 6.7M (Instagram & TikTok)
  • Across the owned tease, launch and sustain phases, Instagram achieved an average engagement rate of 3.14%
  • TikTok reached over 13.4M and achieved the most viewed TikTok to date with over 2.5M views
  • TikTok's campaign average engagement rate was 7.80% and achieved an average watch time of over 6s
  • Pillow Talk Party’s VR filter gained over 136.1K impressions, 8.5K opens, 1.6K captures
  • Our top Influencer Tiktok achieved over 2.5M views
  • YouTube campaign videos achieved over 137K views and gained us over 1K new subscribers