The Brief
A Perfect Pride activation to authentically serve the LGBTQIA+ community, combining an IRL event with a digital activation to ensure that everyone can experience Pride.
What we did
Marc Jacobs revealed a scented Perfect Pride sensorial experience at Observation Point, Southbank, London and Canal Street, Manchester Pride. Turning Marc Jacobs’ Pride TikTok filter into a real-life scented rainbow stage, incentivising and rewarding social content creation. Creating a social media frenzy with 8.1billion shares on TikTok with #PerfectPride. Importantly, partnering with AKT, a LGBTQ+ youth homelessness charity, to drive donations and product sales funding safe accommodation for 114 young LGBTQ+ in the UK.
8.1BN
TikTok views on #PerfectPride
1139%
Uplift in IG accounts reach
99%
Positive sentiment
£3.2m
EMV
120%
Uplift in YoY sales