For the launch of Katy Perry’s latest fragrance – Mad Potion – we were tasked with delivering an innovative digital execution.
Using our understanding of the Katy Cats and their behaviour, we decided to launch the fragrance at “The world’s first social pop up”. Working closely with Twitter, we secured the use of the newly introduced Buy Now function on the platform allowing for direct purchase from the social.
First we launched Katy’s new Twitter feed, @KatyPerryPopUp. The new account shared games, quizzes, and cryptic messages to tease and excite the Katy Cats ahead of the store opening on July 22nd. Within just a couple of weeks, the new Twitter feed had over 15,000 followers – all organically
When the virtual pop-up shop opened Katy Perry’s new fragrance Mad Potion was available to buy exclusively on Twitter. Katy’s biggest fans were invited to be virtual “shopkeepers” in the pop up with product sent in advance, they were able to advise the community on what the Mad Potion fragrance was like!
For the launch of the campaign, #MadPotion has seen over 14,000 tweets and x2 Global trends in the first month, during which over 12 Tweets per second were shared containing the campaign messaging – #MadPotion.
A total of 661M impressions were achieved in the launch week driving international recognition of the new fragrance, with the launch campaign reaching in excess of 74.5M
Through Coty’s understanding of its product and audiences, and Cult LDN’s knowledge of digital, we were able to create a truly exciting celebrity fragrance launch, gaining coverage in Mashable, MTV, Buzzfeed, WWD and L.A. Times.
Due to the success of the Mad Potion launch we now continue to run her fragrance social channels as the retained agency.
— Katy Perry Pop Up (@katyperrypopup) July 22, 2015
— Twitter Music (@TwitterMusic) July 22, 2015