When Marc Jacobs Fragrances hired us to launch the new fragrance Honey, we knew we had to make a big impact with his young, tech-savvy fans. Our solution? A geo-social campaign that felt fresh, but still leveraged existing behavior. By snapping a pic, tagging the location, and sharing it on Instagram & Twitter, girls were invited to share their favorite “Honey-spots”—places that boosted their mood and brightened their day. To set the right tone, we seeded #MJHONEYSPOTS around the globe—from Marc Jacobs’ personal favorites to retails stores where fans could buy the fragrance.
