Campaign: Fragrance Virtual Launch Party
Company: Marc Jacobs
Agency partners: Moving Image & Content, Coty (creative direction and virtual event production)
Duration: August 26, 2020
Here’s a challenge: Launching a fragrance virtually. That’s what Marc Jacobs had to do with its new perfume Perfect. The company got creative, throwing an interactive party on Zoom.
Planning for the party began in the spring. Given the state of the pandemic, the team knew it would have to shift its strategy from an in-person launch party to a virtual celebration.
The team quickly settled on using Zoom rooms. Guests could enter and exit different rooms at their discretion.
“It allowed us to offer multiple experiences at the same time,” said Andra Mielnicki, Coty’s VP of global influencer marketing and luxury. “It also allowed us to chat directly with consumers and break the fourth wall, which helped make the event interactive.”
Creating a personal, individualized approach was the lodestar from the start.
“The heart of the campaign is about celebrating individuality,” Mielnicki said.
Planning for the event was complicated, given the numerous participants and technological components.
“The technology piece was the most challenging for me,” Mielnicki said.
Compared with in-person events, she has far less experience planning a virtual gathering.
“There is no proven track record,” she added.
To generate interest leading up to the party, Marc Jacobs enlisted models and talent featured in the campaign to post about the event on their own social media accounts.
The day before the launch party, Mielnicki led a four-hour tech rehearsal to ensure there would be no major hiccups.
The event itself was held on August 26. It featured a number of live Zoom experiences, including a party room hosted by drag queen Shangela, which featured giveaways and karaoke, a concert by pop artist Kim Petras, an interactive Q&A with Marc Jacobs, a photo shoot with photographer Hunter Abrams and a portrait drawing session with illustrator Jacky Blue.
“We aimed to create an immersive, multi-room experience where attendees could ‘choose their own adventure,’ empowering them to travel freely through ten different experiences during the launch party just as they would in real life,” said Quynh Mai, CEO and founder of Moving Image & Content.
Mielnicki called the event “a party,” noting that the atmosphere was energetic. Guests streamed back and forth between rooms, virtually lining up to participate in some of the experiences. At one point, more than 40 people were waiting for their turn to get a personalized portrait from Blue.
More than 1,700 people attended the virtual launch party, logging in from over 50 countries. Altogether, the event generated 6,500 views, an indication members were entering multiple rooms and sampling a variety of experiences.
The virtual party generated five pieces of earned media coverage, including features in Wonderland and Glossy.
Instagram Story posts about the virtual launch party were viewed over 110,000 times across @marcjacobsfragrances, @marcjacobsbeauty and @marcjacobs Instagram accounts.
Since the Perfect campaign launched in July, the campaign hashtag #PerfectAsIAm has been used in over 2,500 pieces of user generated Instagram content.