The Daisy Drop NYC

We brought the drop model to the streets of NYC and daisy fans all over NYC. We launched our MJ news stand in line with the MJ Grunge collection to drive scarcity around the collection’s launch and give daisy girls something a little special over the holiday season.

To kick off the announcement of the news stand hitting the streets - we created an influencer dinner experience like no other. We took over a derelict warehouse space in Manhattan and put on a dinner party no influencer had seen before. Announcing the daisy drops news stand to the public with 30 influencers creating content and sharing the news to millions.

Turning content into currency and dropping limited edition MJ products every hour for a week on the streets of NYC we drove results of:

Results

24,000 products dropped
40.8m social reach coverage
Record Sephora sales increase of 252% + YoY
$3.9m press coverage