A geo-social launch for Honey

51.2M

Facebook impressions

24.5M

Twitter impressions

+97%

increase in Facebook fans

My role

Global Creative Director, Isobar · Led global creative for the launch

The problem

Marc Jacobs Fragrances needed to launch Honey with a big impact among the designer’s young, tech-savvy fans.

Vision

Build on what fans already do.Snap a picture, tag the location and share it on Instagram and Twitter.
Invite fans to share their Honey spots.The places that lift their mood and brighten their day.
Seed the map.MJHONEYSPOTS around the world, from Marc Jacobs’ personal favorites to stores selling the fragrance.

Build on what fans already do.Snap a picture, tag the location and share it on Instagram and Twitter.
Invite fans to share their Honey spots.The places that lift their mood and brighten their day.
Seed the map.MJHONEYSPOTS around the world, from Marc Jacobs’ personal favorites to stores selling the fragrance.

Build on what fans already do.Snap a picture, tag the location and share it on Instagram and Twitter.
Invite fans to share their Honey spots.The places that lift their mood and brighten their day.
Seed the map.MJHONEYSPOTS around the world, from Marc Jacobs’ personal favorites to stores selling the fragrance.

The work

Video

Next study

Three ways to work together

Full-time leadership

Head of creative or executive creative director for an in-house team in New York.

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Freelance CD for a launch, campaign, pitch or new strategic proposition you want to bring to market. I can start fast and lead your team.