Beauty

Katy Perry

2018

Fragrances

The Brief

We were asked to launch her scent ‘Mad Love’ across digital platforms and tasked with creating engaging and unique content that would raise mass awareness and push traffic to local e-commerce retailers

for ‘Mad Potion’ we delivered an innovative digital execution by engaging with Katy Perry’s loyal fanbase, the ‘Katy Cats’, and in 2018 have driven category growth around the new ‘Katy Perry’s Indi’ by creating meaningful and purpose-led content. Due to CULT’s outstanding success, we are the retained agency for all of Katy Perry’s fragrance social channels.

Solution

Katy Perry is the most followed person on Twitter with 108MM followers; she has 69MM Facebook followers, and 68MM on Instagram. Perry is the first woman to reach 1 billion views on Vevo and in December 2015, she launched the Katy Perry mobile app.

This is an artist who not only understands the power of social, but embraces it and engages herself. For mad Love, we created an industry first digital campaign that was launched by Katy’s fans themselves, the #KatyCats. By taking selfies and uploading with #KPMadLove, fans unlocked and revealed Mad Love; fans were then able to spread the hashtag, in real-time across an interactive globe. Mad Potion took this one step further, by understand the Katy Cats, their needs and behaviours, we launched the world’s first social pop up.

Working closely with Twitter CULT secured the Buy Now function, allowing direct purchase. When the virtual pop-up shop opened, Katy Cats were invited to be virtual shopkeepers and were able to advise the community on the new fragrance.

Results

  • 2M impressions in 24hrs

  • 1.5K user-generated images

  • 4M social mentions

  • 375M impressions in total

  • 560% Facebook growth