Pride 2023
A documentary-style social campaign featuring ballroom icons was filmed on location at The Center in New York and shared across talent and owned channels on both TikTok and Instagram, as well on digital screens throughout the city. This Pride campaign tapped into Gen Z’s obsessive love for ballroom culture, a New York City-born dance movement that – largely through TikTok – has become an important subculture-to-mainstream trend around the world.
Creative Direction
Strategy + Insights
Casting
Social Content Creation
Production
Services
Marc Jacobs #PerfectPrideMovement Hashtag Challenge
For Marc Jacobs’ TikTok-branded effect, Qulture launched the #PerfectPrideMovement hashtag challenge, which has garnered 8.6B+ views to date. Perceiving that a new trend on TikTok – the body tracking effect – was bubbling to the surface, we created a Pride-themed challenge that invited users to film themselves with dynamic rainbow body tracks, resulting in 7,500 videos posted using the effect,
with a 7.6% engagement rate within 3 days. This challenge revealed how aligning with a just-under-the-radar platform trend can push a user-generated campaign into an important cultural moment.
Creative Direction
Creator Casting
Content Production
Services
8.8B+ views to date, 7.6% engagement rate, and 7.5K+ videos posted using the effect within the first three days of launch
Results
Daisy Ever So Fresh
An event ready-made for picture-perfect moments
Marc Jacobs' newest addition to the Daisy family — Daisy Ever So Fresh — presented the perfect opportunity for Qulture to create an immersive installation that played to Gen Z's love of sensory heightening, experience-driven events that also serve as amazing spaces for on-the-spot content creation. Presented in Chelsea’s gallery district, Qulture conceptualized and produced a multi-session experiential activation that brought the magic of the campaign’s rolling daisy fields indoors, and included a live, campaign-inspired soundtrack from GabSoul, a 360 video booth, and themed food and drinks from Maryah Ananda. The immersive floral installation, created by Flowerculttt’s Sivaan Ellen Robin, offered attendees the perfect setting for content creation, driving organic social sharing that resulted in millions of impressions across both Instagram and TikTok.
Services
Creative Direction
Content Production
Talent & Influencer Curation
Digital Strategy
75M+ impressions across TikTok and Instagram, and over 3.4M video views across organic and influencer channels
Results
Perfect Hashtag Challenge
To celebrate the launch of Perfect Marc Jacobs, Qulture and Marc Jacobs created the brand’s first ever Hashtag Challenge on TikTok, extending the fragrance’s “Perfect As I Am” philosophy through energetic words of encouragement from Rickey Thompson.
Leveraging TikTok’s native functionality, this duet format provided participants with a digital platform to celebrate themselves unabashedly, leveraging TikTok creators including Sofia Wylie, Avani Gregg, and Emma Chamberlain to drive awareness and amplify brand messaging.
Creative Direction
Content Production
Talent & Influencer Casting
Services
7.6B+ views to date, and 1.4B+ views in the first three days of launch — 143% above TikTok’s US benchmark.
19.62% engagement rate (23%+ US benchmark) and 1M+ videos created by 556K+ users
Results
Perfect Intense NYFW
A celebration with a not-so-secret mission: find new talent for the next campaign
An experiential popup staged in the heart of the West Village during New York Fashion Week, The Perfect Studio introduced attendees to Marc Jacobs’ Perfect Intense fragrance, while also functioning as a spontaneous live photo shoot and open casting call, in search of new talent for the brand’s next campaign. Recognizing and celebrating Gen Z's belief in individuality and self-expression -- and also their desire to see themselves reflected in the advertising images of the brands they support -- the event featured studio photographs captured by Grace Ahlbom, live casting by Anita Bitton, and social coverage by Richie Shazam. Attendees were fully immersed in the world of Perfect Intense, driving word of mouth and awareness on social and beyond.
Creative Direction
Content Production
Talent & Art Buying
Services
295+ casting call participants
7M+ views across TikTok and Instagram
4.4M+ reach across creator Instagram posts 28% increase in engagement on brand channels
Results
PERFECT MARC JACOBS
To kick off our three-year partnership with Marc Jacobs Fragrances, we staged a bespoke “choose your own adventure” experience with attendees from 52 countries, ultimately revealing the brand’s redefinition of “Perfect” as a celebration of individual expression and personal agency. Guests were not passive observers but rather active participants in this interactive virtual event, connecting to Gen Z’s desire for self-expression, brand collaboration and creativity.
Creative Direction
Content Production
Talent & Influencer Curation
Digital Strategy
Services
+1,600 attendees from 50 countries, and a
total viewership of 6,500 across all experiential rooms (47% above target KPI)
+1060% spike in user generated content for #PerfectAsIAm during event period, and 15M+ social impressions across brand-owned channels
Results
