In connection with the Copenhagen Fashion Week, Marc Jacobs wanted to activate their Daisy scents online and offline through social media and a pop-up shop in Magasin. This required us to create a special link between the two communication channels so that the target audience would see a clear link between the activities and the online effort could drive a high level of traffic to the pop-up shop.
In collaboration with Magasin, we created an outdoor activation consisting of two parts.
The first part should ensure a close link to Copenhagen Fashion Week. Therefore, we set up two large flower-covered photo walls outside Magasin’s main entrance, with the aim that all passers-byers could take their own pictures with the beautiful wall as wallpaper. When they shared their photos on Instagram with the campaign hashtag, they participated in a competition to win a Marc Jacobs fashion item.
The second part of the activity consisted in the distribution of flowers on and around Strøget (Copenhagen’s main shopping street). Each flower was provided with a unique lottery number, which gave you the chance to win a Marc Jacobs perfume if you brought the number to the pop-up shop at Magasin. The activity ran over six days with one winner chosen and announced every day. More than 8000 flowers were distributed.
The campaign resulted in a big reach both online and offline. More than 3,000 images were taken at the photo walls, and up to 85,000 people were exposed to these images on Instagram, while more than 100,000 were exposed through the collaboration with Magasin. Offline, massive traffic was driven to the pop-up shop, and the campaign achieved a total reach of over 400,000.