Marc Jacobs - Daisy Newsstand
What We Did
- - Launched a Daisy Marc Jacobs branded newsstand in New York
- - Gifted exclusive merchandise to consumers who posted content & tagged the brand
- - ‘Dropped’ high-value fashion gifts on Instagram once an hour for three days to drive continued hype and footfall
- - Drove traffic between Sephora and the newsstand to drive sales and footfall for both
- - Integrated a macro and mid-tier influencer strategy to tease the launch of the campaign
- Results
- - 18.8 million - Total reach of consumer content alone
- - 9.1 million Total reach of #MJDaisy
- - $144 million In press value over the entire campaign
- - +252% Increase in total sales vs. previous year
Cult is a fiercely independent creative agency that believes in embracing the unknown. They are proud to only work with people that are willing to break new ground. Their ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value.
Founded in London in 2012 by Bridey Lipscombe and Cat Turner, Cult launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m. Cult’s innovative campaigns deliver authority, personality and relevance for their clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended the agency’s remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.
Recently the business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in 2020.
In the last three months Cult have hired a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to 2020 to collaborate on Cult:Futures, their new insight and incubation program.