Marc Jacobs: Daisy Newsstand
Creating a first-to-market, experiential moment to build excitement for the Daisy by Marc Jacobs Fragrance, causing a 252% uplift in Sephora Sales
The Brief
To create a buzz around Daisy Marc Jacobs fragrances with a disruptive, first-to-market experiential moment that links to an in-store retail experience.
What we did
We launched a Daisy Marc Jacobs branded newsstand in New York, gifting exclusive merch to consumers who posted and tagged the brand. Bringing the world of drop culture to the beauty space, we dropped high-value gifts on Instagram for 3 days to drive continuous hype and footfall.
18M
total reach of consumer content alone
$144M
in press value over the entire campaign
252%
uplift in Sephora sales
10M
reach of #MJDaisy
$117.5M
Total UMV
