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St. Tropez embraces digital with shimmering Thea the Tan Bot and Tash Oakley influencer campaign


By Naomi Taylor | Client Services Manager

July 19, 2017 | 3 min read

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."

Cult Ldn is based in Whitechapel, London and works with clients such as Royal Albert, Agent Provocateur and Frankie and Bennys.

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

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