Global ‘Tan’bassador Programme

St. Moriz, a UK self-tanning sensation since 2008, and 10 years on its aspirations have become truly GLOWbal

Our task was simple: help St Moriz formulate a global influencer strategy, with the end goal of creating an international TANbassador programme curating on brand tan stories for social, elevating the brand to support their next level growth.

We kicked off the programme in Germany and the US with the aim to expand this into other countries within the year. The Influencer team at Brandnation carefully selected ambassadors from around the globe with tan fans including @madisonmiller and @tallblondebell from the US with @sara.ws, @nicollete.vlogt and @leilaslookbook from Germany quickly joining the programme.

Beautifully curated TANbassador boxes were gifted with all the products influencers needed to create content channeling those seasonal St Moriz vibes. All briefed and policed to ensure maximum ROI for our client.

The results were as instant as their tanning range, with amazing international content coming in via Instagram stories, posts, YouTube videos and blog posts. All amplified on all St. Moriz social channels, with their key brand messages reinforced within every post; all managed by Brandnation’s social team, working across 32 countries to run the global social channels.

The quality of the ambassador content translated into some impressive stats; 88% increase in St. Moriz Instagram fan base over 18 months, delivering an average engagement rate of 18% across Instagram on all UGC and as we all know, the UK average is 3% so it’s safe to say that targets were well and truly smashed!