Marc Jacobs Fragrances

Taking Daisy to the Streets with Uber

To promote Marc Jacobs’ iconic Daisy fragrance for spring 2016, Marc Jacobs invited us to create a campaign unlike any other. Our solution was an experiential activation with Uber, resulting in Uber’s most successful brand partnership to date.

The Daisy Daze campaign invited consumer participation in an authentic way and harnessed the power of existing platforms for maximum impact.

View Luxury Daily’s recap of the Glossy Award Win and campaign.

Client
Marc Jacobs
Year
2016
Awards
Glossy Award for Best Campaign by a Beauty Brand
glossy.co/glossy-awards/elizabeth-ardens-from-the-desk-of-lizarden-wins-best-in-show-at-the-first-glossy-awards
Type
Beauty
Services
Content Creation
Design
Strategy
Marketing

Building excitement

For the teaser campaign, we approached the existing Daisy collection color palette of blue, white, and yellow with a more sophisticated, tonal treatment – for a non-literal take on Daisy. We created a variety of stop-motion videos for the campaign using paper flowers for use across all digital campaign touch points.

An Experience for Daisy’s Fans

We brought the spirit of the Daisy brand to the Uber experience through gifts, music, and more. We filled cars with a prop basket containing daisy leis, whimsical daisy sunglasses, and more for prime photo opportunities. With the help of a vinyl placard we encouraged users and influencers to share their #MJDAISY experience across social media using the campaign hashtag.

The recap video

“Daisy Daze was Uber’s most successful brand partnership to date, with the highest total number of promo applies and overall campaign engagement.”

- Uber

Maintaining Momentum

The final, most “evergreen” element of our campaign activation is the Daisy Daze digital destination, a responsive experience embedded in the marcjacobsfragrances.com web property. The microsite features a Daisy Daze video, the Spring Message application, and links to Daisy products.

We also extended the creative to produce a Mother's Day campaign video for the fragrance.

Client
Marc Jacobs
Year
2016
Awards
Glossy Award for Best Campaign by a Beauty Brand
glossy.co/glossy-awards/elizabeth-ardens-from-the-desk-of-lizarden-wins-best-in-show-at-the-first-glossy-awards
Type
Beauty
Services
Content Creation
Design
Strategy
Marketing