For more than a decade, the iconic Daisy Marc Jacobs fragrances have won hearts all over the world with its portfolio of fresh and feminine scents and core values of sisterhood, spontaneous charm and youthful spirit. In May 2018 Marc Jacobs Fragrances launched its newest scent – Daisy Love Marc Jacobs, which celebrates the power of friendship and living life to the fullest. To ignite the Daisy Love obsession and drive conversation, the brand conducted a five-day immersive takeover of one of the most instagrammed landmarks within the U.S. – the Santa Monica Pier – and welcomed consumers, influencers and media into the world of the brand by inviting them to create their own larger-than-life #DaisyLove UGC moments.
Daisy Love Marc Jacobs led the first-of-its-kind beauty brand takeover of the Pacific Park® and Pacific Wheel at the Santa Monica Pier with custom installations and activities to celebrate the launch.
The takeover included a Daisy Love neon lightshow on Pacific Wheel, a customized game toss to win Daisy Love product and prizes, a branded ice cream cart with Daisy Love inspired flavors, an animated photo booth experience and immersive fragrance sampling experiences. Complimentary vouchers were handed out throughout the city to encourage consumers to experience the activities.
Over 40 top international influencers, led by Marc Jacobs Fragrances' #FriendsofDaisy long-term brand partners, kicked-off the activation with an afternoon full of Instagram content creation at Santa Monica Pier and an exclusive dinner that evening. #FriendsofDaisy continued to support the brand throughout the activation by posting to their own socials channels and taking over the @MarcJacobsFragrances Instagram handle. Additionally, select influencer Instagram content was leveraged for paid media, with links to key retailers resulting in 12.2M impressions of amplified content, with an engagement rate of 5.4%.
Following the global kick-off in the U.S., international markets hosted consumer and influencer experiential events worldwide to further amplify the #DaisyLove messaging, continue to drive the conversation, and push to relevant local retailers
KEY STATS (US LAUNCH ONLY)
•100MM SOCIAL REACH OF INFLUENCERS ACROSS @MARCJACOBSFRAGRANCES, @MARCJACOBS & INFLUENCER CHANNELS
•1.6MM ENGAGEMENTS ON INFLUENCER CONTENT
•5.9% ENGAGEMENT RATE
•30K #DAISYLOVE POSTS
•15K CONSUMERS ENGAGED WITH DAISY LOVE ACTIVITIES AT SANTA MONICA PIER
•500+ CONSUMER GENERATED EVENT INSTAGRAM POSTS
•3X PARTICIPATION IN BOARDWALK GAMES (VS. STANDARD DAY AT THE PIER)
•600% INCREASED ENGAGEMENT IN GAME TOSS (compared to daily Pier activity)
•7 INFLUENCER TAKEOVERS OF @MARCJACOBSFRAGRANCES
•+50K VIEWS
•37K SOCIAL ENGAGEMENTS ON @MJF CONTENT
•~$1.5MM EARNED MEDIA VALUE (AS PER TRIBE DYNAMICS) FOR THE MONTH OF MAY
•HELPED TO SOLIDIFY MARC JACOBS' #9 RANK FOR THE FRAGRANCE CATEGORY FOR 2018
KEY STATS (COMPREHENSIVE GLOBAL LAUNCH)
•+150MM SOCIAL REACH FROM +250 TOP GLOBAL INFLUENCERS ATTENDING DAISY LOVE EVENTS
•+71MM SOCIAL REACH OF #DAISYLOVE FOLLOWING GLOBAL AND LOCAL EVENTS
•+75% @MARCJACOBSFRAGRANCES FOLLOWERS AFTER LOCAL EVENTS (COMPARED TO PREVIOUS 2 WEEK PERIOD)
•12 INFLUENCER TAKEOVERS OF @MARCJACOBSFRAGRANCES
•+1K CONSUMER SOCIAL POSTS
BUSINESS RESULTS
•Marc Jacobs' Daisy Love is the #1 Women's U.S. EDT Launch in calendar 2018*
*Source: The NPD Group, Inc. / U.S. Prestige Beauty Total Department/Specialty, Fragrance Brand Sales, Annual 2018
