Charlotte Tilbury: Pillow Talk Party

In 2022, Charlotte Tilbury launched her iconic Pillow Talk Party range featuring top VIP talent, including; Kate Moss & Twiggy. The campaign also included an Instagram VR filter and the launch of Charlotte's first Avatar, which popped up in iconic locations and events such as the Oscars, Coachella and via influencer amplification.

I was brought on at launch to provide strategic recommendations to enhance visibility for harder-to-sell products through social assets.

My role also included:
- Regular performance reporting on content success
- Developing and presenting a comprehensive end-of-campaign report to the Global Social Media team and brand managers, outlining key successes, learnings, and recommendations
- Setting KPIs to inform and optimise future campaigns

In the mid-launch phase, the campaign saw significant traction—owned social content reached over 24 million people, driving 6.7 million engagements, while TikTok content alone surpassed 13.4 million views.