Launch Lady Gaga’s new fragrance on digital platforms and develop a year-long social strategy that would engaged with fans, grow the Haus Laboratories communities and drive sales.
What We Did
Created a Globally trending Twitter topic.
Over 600 Million Twitter impressions, 140,000 Tweets, 12,000 Instagram images in just 3 months.
Surpassing all fragrance competitors (including Burberry and One Direction).
How Did We Do It?
“Yes, it’s Lady Gaga, of course she can create a trending topic” one might think. However that is not the case. In the whole of the three months launch phase, Lady Gaga only tweeted about the campaign once.
She’s a very busy lady, so we created a three phase strategy which put Lady Gaga super-fans at the heart instead of her.