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Charlotte Tilbury hopes for peak Insta with bright pink PillowTalk bus tour


Cosmetics brand Charlotte Tilbury is taking its PillowTalk line on a road trip with a stunning pink double-decker bus experience.

The bus, designed and brought to life by Manchester-based One Agency, kicked off its journey from Manchester and will make stops across Europe. Following its recent stop in Dublin, the storied Brown Thomas department store in Dundrum reported its biggest weekend of the year so far.

With 98 per cent of consumers creating and sharing digital or social content at events, the camera-friendly PillowTalk bus takes that opportunity to another level.

With light-up mirrors, immersive theming, shelves of Charlotte Tilbury products, and even a champagne fridge inside, and a bright pink exterior featuring a large-format digital screen displaying captivating AV content, the bus promises ultimate instagrammability.

The campaign has been a hit so far, with visitors sharing snaps on social media and raving about the experience. One Agency reports influencer reach of 2.5m+ so far as well as plenty of media coverage, pre-booked appointments and, siginificantly, sales in the loacations it visits, such as that record Dublin weekend.

Dean McCormick, Managing Director, One Agency, 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. Thanks to the efforts of the team, Charlotte Tilbury saw a huge increase in sales and a massive push for brand awareness.’’

One Agency creates, connects and delivers all things creative, media and digital. Its departments span TV, out of home, paid media, and organic marketing and everywhere in between, including experiences and events.

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