For more than a decade, Daisy Marc Jacobs has captured hearts of consumers and has remained a top 5 bestselling female fragrance in the U.S. The collection of fresh and feminine scents and its core values of sisterhood, spontaneous charm and a youthful spirit appeal to millennial and gen z women everywhere, with the holiday period accounting for approximately 40% of consumption throughout the year.
To celebrate the season of giving, on November 21, 2019, Daisy Marc Jacobs partnered with 30+ global influencers – including brand face Kaia Gerber and long-term #FriendsOfDaisy –to kick-off a three-day brand takeover of the iconic Bryant Park carousel in New York – the city where Marc Jacobs first made headlines. The goal of these partnerships was to drive conversation, create meaningful engagement and build brand advocacy during the cluttered holiday season. All influencers partners were hand-picked for their natural affinity with the Daisy Marc Jacobs values, and relevance with the target audience. Partnerships were designed to reveal and enroll fans into the world of Daisy Marc Jacobs holiday through the real-life brand activation.
The first-of-its kind “Daisy Winter Carousel” immersive pop-up treated influencers and consumers to complimentary carousel rides, scent discovery experiences, sharable photo moments, Daisy games, samples, and special gifts with purchase. Influencers shared their “Daisy Winter Carousel” content on Instagram and invited fans to attend and engage with @marcjacobsfragrances to create their own #MJDaisy UGC moments in real life at the pop-up.
Transforming the ordinary to the extraordinary is essential to the Marc Jacobs Fragrances brand DNA. With no new product launch, capturing share of voice and generating awareness for Daisy Marc Jacobs during the holidays relied on the creation of an unexpected brand experience, disruptive visual storytelling, and influencer support to drive engagement.
To be successful, it was critical to directly reach and engage the target consumer in a location that embodies the spirit of the brand. It was also vital to select the right influencer partners to bring the activation to life and generate large-scale awareness, impressions and earned media value (EMV). The Bryant Park annual winter festival provided the ideal location to reach the brand demographic and build a Daisy set that resonated with influencer partners and consumers.
The “Daisy Winter Carousel” completely reimagined the Bryant Park carousel and surrounding area as only Marc Jacobs Fragrances can do, offering a glimpse into the Daisy Marc Jacobs universe. Consumers were invited to enjoy complimentary carousel rides and access to the indoor pop-up featuring: an interactive claw machine game, prizes such as customized Daisy donuts and hot chocolate, a festive GIF photo booth with a Daisy swing and snow machine, fragrance sampling for all, an in-depth scent discovery experience, retail partnership with ULTA, and an exclusive onsite gift with purchase. Larger-than-life Daisy icons and real daisy flowers took over the carousel and surrounding footprint, creating a winter wonderland that welcomed influencers and consumers into the world of the brand. The backdrop served as a magical set for influencers to curate fantastical content to share with millions of followers.
Prior to the consumer opening, influencer partners were invited to create enticing, resonant “Daisy Winter Carousel” content via Instagram that celebrated friendship, playfulness, and a youthful spirit, positioning Daisy Marc Jacobs as a brand that understands its target audience by offering them the kind of experiences they seek. Kaia Gerber, face of the Daisy Marc Jacobs campaign, was on-site to further drive interest and awareness among her fans through her Instagram content and press coverage. While at the “Daisy Winter Carousel” kick-off event, she shared an Instagram in-feed post and story in real time. Kaia’s Instagram story featured her signing Daisy Marc Jacobs bottles for a fan giveaway. In December, Kaia continued to share her Instagram support, posting her Daisy Marc Jacobs campaign image in-feed, and engaging fans to participate in her signed bottle giveaway through stories.
All influencer partners created elevated storytelling that was shared on Instagram both in-feed and in stories, which included swipe up to buy and drive to e-commerce. Top-performing influencer assets were also leveraged with paid media on Instagram to further expand reach to relevant audiences. In addition to Kaia, other #FriendsofDaisy, such as Adelaine Morin (@adelainemorin), also participated in Daisy Marc Jacobs giveaways following the activation, to help give followers who were unable to attend the "Daisy Winter Carousel" in person, the chance to experience the scent for themselves.
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