BARNEYS – “GAGA’S WORKSHOP”

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Ambition

Celebrate the launch of Barney’s “GAGA’s Workshop” Holiday collaboration with Lady Gaga, and maximize PR, & social media buzz.

Action

Developed & executed creative street marketing campaign with lead-in wild posting and guerilla sticker-bombing, in sync with digital contesting.

On opening day of the store we created & managed urban activations in New York City that included 3 massive inflatables strategically placed along Broadway (Columbus Circle to Houston), a fleet of branded Taxi cabs and motorcycle gangs as well as circus teams of “Gaga’s Little Helpers” creating havoc around city & engaging audiences. To top of the Day Giant Step produced the ribbon cutting ceremony featuring Lady Gaga and re-branded the Barneys store entrance. All this was accompanied by a social media campaign throughout opening day festivities.

Impact

70% increase in sales over previous holiday season
700 THOUSAND Google search results
4 BILLION media impressions worldwide
56 THOUSAND tweets for #Gaga’s workshop
79 MILLION social media reach