Charlotte Tilbury Launch in KaDeWe, Berlin

 
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Charlotte Tilbury and models in position

outside the Charlotte Tilbury window display advertising the launch of her products in KaDeWe, Berlin

Charlotte Tilbury Arrives in Berlin

For Charlotte Tilbury’s first foray into the German market, I project managed the marketing for the launch of the brand in KaDeWe in April 2017. This was an extensive project needing a 360 channel approach both online and offline. This was to sit alongside the PR activity with influencers and local publishers (both short and longlead) as well as ten completely branded windows running along the front of the store. The main challenge with this project was localising the brand’s tone of voice for the German market as well as introducing customers to the brand, focussing on our USP. Working in collaboration with the KaDeWe team, I managed the delivery of all marketing assets for this launch, including but not limited to:

  • KaDeWe social media support leading up to the launch date (reaching approx 67k followers)

  • Website banners

  • Digital Newsletters on the brand and iconic products (introducing customers to the brand)

  • Solus Emails (Version 1 to top beauty buying customers -Total of 1,000 customers. Version 2 for wider beauty customers - Total of 74,000 customers).

  • Editorial Feature

  • Promoting the launch event on counter and instore

  • Internal door prints

  • External banner above the store entrance

  • Taxi marketing placement

  • Outdoor placement on 210 city light posters and 125 city light columns

  • Outdoor digital screens in 40 locations (changing from day to night looks depending on time of day)

  • Creation of tickets for the VIP launch party and collateral to support the selling of these

  • KaDeWe social media support on the night of launch during the ticketed VIP event

  • Supporting on the night in situ to ensure the smooth running of the launch and with the local team

The project was also shared on the Charlotte Tilbury own social media account reaching over 3 million followers as well as Sophia Tilbury’s account reaching another 225k beauty followers.

Please scroll below for photos of the final results.