St. Tropez has been investing in its digital growth with the introduction of Thea the Tan Bot and influencer campaign Studio Glow. Working with creative communications agency Cult Ldn, St Tropez has reached over 5.9 million people with its innovative digital campaign to engage younger and digital savvy audiences.
Studio Glow is a summer long Facebook Live campaign, including Tash Oakley and Healthy Chef Steph. The episodes are focusing on the tanning process, for example, face, body confidence and myth busters. So far, the campaign engagement has been 77% higher than the industry benchmark.
The second latest innovation from St. Tropez is the world’s first Facebook Tan bot, Thea. Thea combines the instant gratification of a messenger bot with customer service so that St. Tropez provides expert consultancy to inspire users to find their perfect tan, all year round. Thea provides a friendly, step by step tanning consultation with quick path to purchase based on three key decisions: prep time, desired shade and occasion. Thea then presents users with their perfect product and recommendations for further products that users might like to enhance their tanning regime.
Jacqueline Burchell, St. Tropez’s global marketing and product development director, said: “We’re harnessing the very latest technology in a bid to seriously step up our social media engagement and help educate, inform and entertain consumers on self-tanning. We realise our St.Tropez consumers are on these channels but Cult Ldn has helped us visualise how our brand can capitalise on really exciting, intelligent technology in the form of augmented reality.
“We hope to encourage users to ‘try on’ their perfect tan by sharing a selfie with our newly launched Chat Bot – Thea. St. Tropez was the first Facebook Chat Bot in tanning and early indications show that consumers are enjoying the experience as they learn to become their own tanning expert. Very soon, the bot will be able to demonstrate via Facebook Messenger what any given shade will look like on their skin, which in turn will narrow the search for their ultimate tan.”
Bridey Lipscombe, founder of Cult Ldn, commented on the work: "With research demonstrating the growing importance of having a two-way and personalised interaction with consumers, we partnered creativity with technology to create two ever evolving high-value experiences for the St.Tropez consumer."