Lady Gaga

Eau De Gaga

Cult has been working on the Eau de Gaga digital launch strategy which has been a huge success. The team came up with amazing ideas, always thinking outside the box. Besides being a joy to work with, Cult has been very reactive when it came to work under time constraints. Thank you so much for helping us to make this launch big!Kathrin Hund - Chef de Produit, Coty

The Brief

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.

Contact us to find out more!