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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

PERFECT MARC JACOBS Virtual Global Launch Event

Finalist in Beauty

Entered in Online Event/Activation

Objective

PERFECT MARC JACOBS, the newest fragrance from Marc Jacobs Fragrances, is a celebration of self-love, originality, and you – inspired by Marc Jacobs’ personal mantra: “I am perfect as I am,” which is symbolized by a tattoo of the word “PERFECT” on his wrist. The concept, which supports the belief and positive affirmation that everyone is perfect in their own unique way, is brought to life through the campaign that features 42 diverse cast members.

Drawing inspiration from the campaign philosophy, the PERFECT virtual launch event invited consumers, influencers and press to become extended members of the cast themselves – by providing them the opportunity to create their own #PerfectAsIAm storytelling and content.

The goal of this activation was to introduce the new fragrance globally and generate widespread awareness, engagement and ultimately sales. To do this, the brand took an innovative approach – shifting away from an in-person experience to a virtual event that allowed guests to be totally immersed in the digital world of PERFECT MARC JACOBS.

In joining the event, guests were offered a myriad of customized brand and olfactive experiences that brought the fragrance concept to life including: in-depth interviews with Marc Jacobs and campaign cast members, a special musical performance, interactive and personalized content creation that could be shared across social media, fragrance sampling, giveaways, and e-commerce incentives.

Ultimately, this first-of-its kind virtual launch event enabled participants worldwide to engage, celebrate, and share their own authentic message of self-expression and individuality.

Strategy

To create the PERFECT MARC JACOBS launch event, the brand hosted a ground-breaking, large-scale, customized brand event on Zoom, which offered guests a self-directed and curated experience across multiple live interactive virtual rooms that inspired #PerfectAsIAm UGC and storytelling. The day-long event spanned multiple time zones to engage audiences from North America to Asia and was kicked off with an exclusive VIP session with press and influencers, followed by a public session for consumers.

To reach the gen z and millennial target audience, the brand partnered with key influencers worldwide, who authentically resonated with the PERFECT MARC JACOBS spirit of self-expression and individuality, to promote the public session via regionally customized evites shared on Instagram Stories. Additionally, these evites were shared on Instagram by the brand, campaign talent, event hosts and performers – and Marc Jacobs himself.  

During the event, guests were invited to learn about the inspiration behind PERFECT from Marc Jacobs and the perfumer, Domitille Michalon-Bertier of IFF, via intimate live Q&As hosted by Isabella Burley, Editor-in-Chief of Dazed & Confused, and US fragrance influencer Tiff Benson, respectively.

Other live, interactive, and personalized activities for all guests included:

All of these unique experiences generated personalized content that inspired social sharing and allowed guests to become immersed in concept by participating in the creation of #PerfectAsIam storytelling. Guests were also able to chat live with talent and with each other to drive excitement and community.

Throughout the event, guests received assets celebrating their authentic selves instantaneously from our production team, allowing them to post PERFECT content in real-time, mirroring the live sharing experience of a physical activation.

Results

Media

Video for PERFECT MARC JACOBS Virtual Global Launch Event

Produced by

Coty Inc., Marc Jacobs International, Moving Image & Content

Link

About the Shorty Awards

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