With the first newsstand takeover on the streets of SoHo, New York, for 3 days only in December 2019.
We broke the news agenda, bringing drop culture to the fragrance world.
Content was the only currency at the newsstand, where Daisy fans could exchange posts from the stand shared on their Instagram using the tag @marcjacobsfragrances for limited edition Daisy merch and hourly Marc Jacobs product drops.
To create a buzz and drive consumers to the newsstand, 23 influencers broke the news to Daisy fans 24 hours early.
To ensure consumers would share content once there, we made all aspects of the activation fully Instagrammable. We Partnered with artist @notforthem.nyc to create a bespoke graffiti backdrop layered over numerous custom Daisy posters, so the newsstand felt authentic and eye-catching. We had 10,000 daisies wrapped in Marc Jacobs Grunge zines and a digital mirror with a background of the streets of SoHo.
24k+ Merch items and samples claimed
40.8M Combined reach of social coverage
$3.9M+ press coverage value
Daisy Girls were incentivised to visit nearby Sephora seasonal exclusives, resulting in record Sephora sales increase of 252%+ YOY.
Creative concept and art Direction by myself and Matt Watson (ECD)
at CULT LDN / NYC.
