THE WHAT? Charlotte Tilbury has championed the importance of experiential experiences, kicking off a bus campaign for its PillowTalk range, which will make stops across Europe. 

THE DETAILS The pink double decker bus has a large format digital screen displaying AV content, and features light-up mirrors, immersive theming, shelves of Charlotte Tilbury products, and a champagne fridge.

The campaign is said to have a influencer reach of more than 2.5 million, and 100 quick trip appointments on the bus. 

THE WHY? As more consumers flocked to social media during the pandemic, Charlotte Tilbury states its ‘crucial for experiential campaigns to provide photo-friendly moments that can amplify their reach.’

Dean McCormick, Managing Director, said: “In a post-pandemic world, people want experiences that they can touch and feel, but that doesn’t diminish the importance of creating work with the potential for a huge social reach. 

“Because we do everything in-house, from conceptualisation to physical builds, every aspect of the bus was created with marketing in mind to be as social media friendly as possible.”