Charlotte Tilbury is one of the UK’s leading make-up artists. She launched her eponymous cosmetics brand in 2012 with the mission to make every woman the most beautiful version of themselves. Today the brand is sold in 76 different countries thanks to charlottetilbury.com, as well as through a network of department stores in 30+ countries around the world.
Why did Charlotte Tilbury choose ITV?
ITV’s individual regions allowed for a test & learn approach which would give meaningful scale without large upfront investment
ITV’s provided 50:50 budget matching that helped to stretch Charlotte Tilbury’s advertising budget
ITV’s account management team helped with media strategy, campaign measurement, creative development and station supply (inc. regulatory approval).
After editorial appearances on TV from Charlotte Tilbury (e.g. This Morning) drove website & search traffic the team felt the brand was ‘right’ for TV. With iconic products, a distinctive look & feel and inherent word of mouth there was a confidence the brand would stand out on-air. Plus, the team had experience in other scale-up stage brands of TV being able to super charge both brand awareness and customer acquisition in a cost effective manner.
Using a test and learn approach
A regional test with ITV allowed Charlotte Tilbury to reach their target audience whilst maintaining cost efficiencies. A London focused pilot was created in September 2018, that spanned a 4-week period.
This approach gave Charlotte Tilbury meaningful scale without large upfront investment, this focus on ROI was important to the brand due to their lean operating model.
Charlotte Tilbury created the following data points for their first campaign with ITV:
AD RECALL: Brand awareness survey
OFFLINE SALES IMPACT: Pre/post product sales plus in-store staff feedback
OVERALL ONLINE SALES, TRAFFIC & ORDERS
INDIVIDUAL ONLINE SALES & ORDERS (from new and existing customers)
Creating the right audience for Charlotte Tilbury
Charlotte Tilbury defined its target audience as:
ABC1 Women 24-44
The ITV Trading Team were able to buy against:
What did the campaign look like?
4-weeks (Sept. 2018)
£200,000 in value
123 TVRS with 3.8 frequency
3.8M ABC1 Women (1+ Reach)
Creating Charlotte Tilbury’s first TV ad
Charlotte Tilbury were able to produce their first TV ad for the concealer ‘Magic Away’ using in-house resources.
Charlotte Tilbury have their own internal creative production team who were able to shoot and produce a TV ad utilising an existing production schedule (reducing costs).
ITV then helped get the commercial regulatory approved (managing the process with ‘ClearCast’) and supplied to the relevant TV stations.
Increase in total orders in London (VS. 6% for the rest of England)
Increase in orders from new customers (VS. 30% for the rest of England)
Increase orders of magic away from new customers
Increase in in-store sales (VS. 5% for the rest of England)
A clear correlation between website visits and TV impacts
Website visits spiked during peak spots of the TV campaign
The confidence to invest more and more often
Charlotte Tilbury’s journey with ITV
The regional test proved the strong hypothesis Charlotte Tilbury had for TV. Current debate is now about level of investment and time period.
Brand awareness increased whilst also converting a segment of customers that weren’t previously reached via existing digital channels
There is a strong belief at Charlotte Tilbury that TV drives both brand awareness and an immediate & direct impact on sales.
Charlotte Tilbury case study - Key Takeaways
WHEN TO TRIAL
Trial TV when you’re seeing diminishing returns in other channels & need to scale by reaching new audiences
GROWTH NOT PROFIT
Aim for growth not profit
A medium-heavy weight, 4 week regional test is more likely to generate impact than a ‘drip’ strategy nationally
LOOK TO OPTIMISE
Use day part, region, audience and seasonality to maximise value
Begin your own AdVenture
TV works. It’s as simple as that. If you’re a digital brand looking to achieve brand fame and drive growth in the most cost effective way then ITV AdVentures could be the perfect partnership. With your media costs subsidised by at least 50%, and from as little as £1k we can help with creative production plus campaign management from the UK's largest commercial broadcaster, ITV AdVentures has got you covered.
Sound like the right opportunity for you? Get in touch with Callum.Taylor@itv.com for more information.
Sign up for the latest news & insights on everything ITV Commercial