Launching a fragrance in a medium that makes no appeal to a consumer's nose is no small task. Nonetheless, Coty Prestige needed Daisy Marc Jacobs to come to life online, appealing to women, conveying its values and positioning, and bolstering its CRM efforts.

To give meaning to Daisy in digital media, WDDG knew that consumers would need to personalize and socialize the brand. Visitors to the site needed to do more than learn that the perfume was available for purchase. They needed to become a Daisy within a field of their global peers.

Social Networking Driving CRM Efforts – The DaisyMarcJacobs.com site is remarkable in the way it stands apart from other fragrance sites. Nowhere is this more apparent than in the launch strategy. Rather than open with a big media-driven launch, WDDG launched a closed, invitation-only website while an online PR partner agency seeded news of the exclusive site throughout the fashion blogosphere. Buzz continued to build up for Daisy through the official launch of the campaign, when the site was opened up to the general market.

Once fully launched, the buzzing general market fashion audience poured into DaisyMarcJacobs.com. As they landed on the site, the audience found that most elements of the site still required an open-to-the public log-in. As these visitors signed up for site access, they were given the option to sign up for the Daisy eCRM database and then greeted with an immersive, Flash-based field of Daisies, each representing a member from around the world.

Users play mini-games to grow their Daisies, where achievements increase the flower's growth percentage. While very basic, these games drive the highest time spent on the site, and WDDG has refreshed and added new games since the initial launch.

As users' growth percentage increases, unlocked prizes and downloadables such as limited edition Daisy colors, Myspace themes, and a knit Daisy Scarf Patterns become available. This program proved so successful that WDDG had to increase the maximum Daisy growth percentage above 100% and make new unlockables!

Both consumers and the industry love DaisyMarcJacobs.com. Over 100,000 consumers globally joined the community. The site was an FWA Site of the Day, an Adobe Site of the Day, a 2007 SXSW Finalist and a Webby Honoree. Nearly 3 years after the launch, we continue to support the site with updates to the Daisy field and regularly add new games.