Marc Jacobs Fragrance
Taking the Daisy Girl for a Whimsical Ride with Uber
Nothing less than a truly transportive campaign could (quite literally) bring Marc Jacobs iconic Daisy fragrance to life. With the arrival of spring 2016, Sweden Unlimited partnered with Coty to create an immersive experience unlike any other. Coty’s desire was to create a campaign with elevated content and deep user engagement. A joyride, which authentically expressed the fragrances essence of whimsy and freedom.
Sweden Unlimited delivered a 360 campaign where Marc Jacobs Daisy fans could celebrate the arrival of spring while being swept away in a Daisy Daze, including an UBER activation featuring influencers like Olivia Culpo, an interactive app, unique stop-motion videos, and online content that expanded to Mother’s Day. Finally, the multi-faceted campaign culminated with a prestigious Glossy Award given to Sweden Unlimited in 2017.
At the center of the Marc Jacob Daisy campaign was a partnership with UBER in an experimental activation to bring the spirit of this iconic fragrance to the streets of New York City, making the ordinary UBER journey something extraordinary.
The result - the Daisy girl’s day just got a whole lot brighter.
Creating an IRL Experience for Daisy’s fans.
This unique project allowed Sweden Unlimited to not only bring the essence of Marc Jacobs Daisy to its audience and beyond, but also generate a Daisy Daze movement for one special day. We engaged Marc Jacobs Daisy fans and a select group of authentic influencers, sharing unique moments of their Daisy inspired ride on all social media platforms. The campaign has since become UBER’s most successful brand partnership to date.
Sweden Unlimited gave a select group of UBER cars the Daisy Daze treatment. Back seats overflowed with daisy leis, along with flower shades and, of course, a free bottle of Marc Jacobs Daisy to stash away.
“Daisy Daze was Uber’s most successful brand partnership to date, with the highest total number of promo applies and overall campaign engagement.”
Olivia Culpo for Marc Jacobs Daisy Fragrance
The Marc Jacobs Daisy Uber App
The most vital element of the campaign, which invited consumer participation in an authentic way, was to harness the power of UBER’S existing platform.
For maximum impact, Marc Jacobs Daisy and UBER partnered for one day only. From 12 pm to 6 pm, the #MJDaisy UBER promo could be used to opt in for a ride below 59th street, and in Williamsburg, Greenpoint and DUMBO. Keeping the Daisy Daze aesthetic consistent across the campaign ecosystem, requests were made using custom graphics designed by Sweden. Once requested, a Marc Jacobs Daisy UBER was on its way and ready to take you on a joyride through the streets of New York City, all to the sound of a Daisy Daze curated soundtrack.
Driving Awareness with Personalities
Essential to bringing the Daisy Daze initiative to life was enlisting a group of creative influencers to document their journey in a blooming UBER. Leading the campaign was Olivia Culpo whose celebrated style and social media presence is closely watched and continues to rise. With more than 1.9m Instagram followers, a feminine spirit and a trusted following, Olivia was the perfect personality to bring this fresh, light and floral scent to life.
Olivia Culpo's Snap Chat
Creative Influencers Share their Joyride
Other powerful influencers like Danielle Bernstein @WeWoreWhat with 1.6 m followers, and Justine Skye @justineskye with 1.1m followers, lead the carefully selected group of ambassadors chosen by Coty. The Daisy Daze UBER joyride was designed to be experienced authentically in the moment and far beyond. And in the self-expressive and free spirit of Marc Jacobs Daisy, our influencers were inspired to document their fun filled ride and then share the memories with their loyal followers across all social media platforms using the campaign hashtag: #MJDaisy.
Daisy Daze In Motion
Sweden Unlimited created a variety of videos for the campaign as everlasting viral content to be shared, searched for using the #MJDaisy hashtag and to live on the Marc Jacobs Daisy microsite. We were challenged to expand on the traditional Marc Jacobs Daisy aesthetic while keeping the essence of Daisy Daze. Sweden Unlimited decided to draw on a lighthearted DIY craft aesthetic, presenting a novel aesthetic for Marc Jacobs Daisy by creating two stop motion videos of paper bouquets. A palette of blue, white, pink, and yellow were used for a more sophisticated tonal treatment.
The first video served as a strategic teaser on the Marc Jacobs Daisy micro site to build intrigue and create a fresh vision for the Daisy experience. The videos offered a different kind of Daisy experience - one that plays with the senses by offering an unexpected floral surprise.
MJ Daisy Videos To Celebrate And Inspire
The second stop motion video Sweden Unlimited created was just in time for Mother’s Day. In shades of pale blue, the video was the perfect pause in the day to remember the occasion and the three Marc Jacobs Daisy scents to celebrate the holiday.
The third video created was a fun and fast one minute recap of our influencers taking their UBER joyrides through New York City streets.
The videos and other collateral gave Daisy Daze enduring digital life while maintaining visual consistency with our initial campaign push.
ANIMATED HTML BANNER ADS
Driving Clicks With Thoughtful Advertising
Stop motion animation of paper flower bouquets continued to bloom in strategically placed banner ads.
THE DIGITAL DESTINATION
As a way to encapsulate the entire Daisy Daze campaign and have a platform where consumers could continue to connect with the fragrance, we created a microsite which was embedded in the marcjacobsfrangrance.com web property. Existing as the most “evergreen” element of the campaign, the site featured Daisy Daze videos, the spring message application, and links to Daisy products.
An additional way to engage was the interactive Spring Message app which enabled users to create their own messages to share with friends and “watch the flowers bloom”. We built a web app leveraging the popularity of meme generators.
Users could select from one of the four animated themes that mirrored the Daisy fragrance in color, writing a message in a bloom - adorned typeface that we prepared specially for the activation. The Spring Message app added a deeper layer of personalized engagement and sharing for social media users - an instantaneous way to be a part of the Daisy Daze campaign and connect with others by sharing your floral message.
The Meme Generator
One of the most pivotal and challenging elements of the Marc Jacobs Daisy campaign was designing and implementing the mini web app. As part of our goal to create unique “below the line” content that was elevated and interactive, we built a 100% custom web app (including a profanity filter) to produce UGC ad infinitum. Accessed through the mini web site, the mini web app allowed anyone to create and send messages with blooming Daisy graphics by inputting words and names.
The feature functioned as a meme generator which presented users with an opportunity to express themselves and be an active participant in the life of the Daisy Daze campaign.
The Power Of The Unexpected
When Coty came to Sweden Unlimited, they brought us the challenge of retaining the strong identity of the classic Marc Jacobs Daisy brand while creating a campaign with fresh ideas and a novel experience. Unique immersive experiences are at the core of what brands are seeking for their customers today. We set out to create varied yet complementary elements for the Daisy Daze Campaign. The result was that all features, from an actual joyride to a responsive meme, worked seamlessly together to build an authentic voice of femininity, freedom, and fun. Working with Sweden Unlimited, Coty gave its Marc Jacobs Daisy customers a different way to engage with their favorite brand. One that was intuitive, engaging, energetic and free spirited.
The Marc Jacobs Daisy Daze campaign won the 2017 Glossy award for “Best Campaign by a Beauty Brand.” On the heels of the award, Sweden Unlimited’s CEO and Co- founder, Leja Kress, spoke of the challenges yet enormous pay off in creating an activation that delivers a sense of surprise. “Without the unexpected, it’s difficult to be heard. An out of home experience, done right, can really move the needle because it has the potential to deliver a brand to consumers in a totally unique way - like an UBER full of daisies. And that gets noticed.”
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