Submitted by Campfire

St. Tropez: Body-Positive TikTok Launch for the Ashley Graham Glow Kit

Campfire built a body-positive TikTok launch for St. Tropez around the Ashley Graham Glow Kit, working with 28 influencers and reporting 44m Views.

Adding "TikTok Trending" to Facebook and Instagram paid advertising copy increased CTR to 4.07% (well above industry average)click-through rate on Facebook and Instagram paid advertising
989% Follower Increasefollower increase
as well as increasing organic searches for products by 35% compared to before the Campaignorganic product searches increase versus pre-campaign
35% Organic Search Increaseorganic search increase
44m Viewsviews

Case in 60 seconds

St. Tropez wanted awareness and following on TikTok as the platform expanded in 2020, and needed sales of a new Glow Kit, which meant winning a beauty-focused Millennial and Gen Z audience on a surface the brand had not established itself on.

The campaign appears to turn on the reading that TikTok distributes on content quality rather than follower count, so a body-positivity message carried by lesser known creators could establish social proof at a lower influencer cost than a conventional celebrity buy.

Campfire framed the work as a body-positive launch rather than a product launch, casting the Ashley Graham collaboration kit inside content about self-love, diversity and inclusion so the message could carry the product instead of interrupting it.

Micro-creators received collaborative briefs to show the Ashley Graham kit in self-love and body-positivity content, while macro-creators including @emmycombss supplied distinctive narratives; #GlowWithConfidence and #StTropezTan tracked organic performance and paid TikTok ads, formatted as casual TikTok, amplified the work to the target market and drove visits to the brand page. Content from 28 influencers ran in total.

Campfire reports 44m Views, a 989% Follower Increase and a 35% Organic Search Increase, and states that adding "TikTok Trending" to Facebook and Instagram paid copy increased CTR to 4.07%, with the Glow Kit flagged as TikTok Trending on retailer sites.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Beauty-focused Millennial women as the main target, with a secondary focus on Gen Z consumers.
The page positions the work against a beauty culture it describes as increasingly scrutinous, so a tanning brand selling appearance products had to argue for self-love and body confidence rather than for correction of the body.
Tanning and beauty products are conventionally sold on transformation, which sits awkwardly with a body-positivity message, so the Glow Kit had to be shown enhancing distinctive looks rather than standardising them.
St. Tropez took the position of a brand hosting a self-love conversation on TikTok, with the Ashley Graham collaboration as the object creators worked around rather than as the subject of the content.
Based on the available evidence, the strategy assumes TikTok audiences take casual, funny, native-feeling content as social proof from peers, which is why paid ads were built to match organic format rather than to look like advertising.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • TikTok

Partners

  • Campfire (lead_agency)

Creator role

  • emmycombss — creator

Results & Evidence

MetricValueResult type
click-through rate on Facebook and Instagram paid advertisingAdding "TikTok Trending" to Facebook and Instagram paid advertising copy increased CTR to 4.07% (well above industry average)performance
follower increase989% Follower Increaseperformance
organic product searches increase versus pre-campaignas well as increasing organic searches for products by 35% compared to before the Campaignperformance
organic search increase35% Organic Search Increaseperformance
views44m Viewsvideo_views

Why Campfire's strategy worked

  1. 1

    Where a platform ranks content by quality rather than by creator size, casting can be run for fit with the brand message rather than for reach, which is how Campfire justifies briefing lesser known creators without heavy influencer fees.

  2. 2

    A trending signal earned on one platform can be resold as copy on another, since Campfire attributes the 4.07% CTR on Facebook and Instagram to the words "TikTok Trending" being added to existing paid advertising.

  3. 3

    Branded hashtags such as #GlowWithConfidence and #StTropezTan served as the read on organic traction before paid spend was applied, which suggests organic tracking was used to decide what deserved amplification rather than to report after the fact.

  4. 4

    A social campaign built on a values message appears to move demand off-platform as well as on it, because Campfire reports a 35% Organic Search Increase for products alongside the on-platform view and follower figures.

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