Case Study: Marc Jacobs drives immersive product engagement and UGC with Backlash

Marc Jacobs drives 44,000 samples in 3 days with Backlash

Marc Jacobs sought an immersive experiential marketing campaign to launch their new Daisy Wild Eau So Intense fragrance in London's Covent Garden. Their challenge was to create a consumer journey focused on self-expression and product engagement that would also deliver strong marketing deliverables and drive user-generated content. They partnered with the vendor Backlash to develop and execute this experience.

Backlash implemented a multi-sensory pop-up featuring a 5-meter high replica of the fragrance bottle surrounded by a real daisy meadow. The solution included an interactive Snapchat AR filter, an infinity mirror room inside the bottle for content creation, bespoke fragrance displays, and premium sampling by brand ambassadors. The results were highly successful: over a three-day period, Backlash helped distribute 44,000 fragrance samples and engaged 3,200 guests with the immersive content experience.

Marc Jacobs