Marc Jacobs Fragrances Celebrates Pride with First TikTok Branded Effect

This Pride, Qulture partnered with COTY to launch their first TikTok Branded Effect for Marc Jacobs Fragrances.

Over 7,000 TikToks were posted using the Branded Effect and #PerfectPrideMovement has received over 7.5 billion views to date.

“It was really about creating a celebratory moment for the user and giving them a platform to express movement however they please,” explains Qulture’s Associate Art Director Leoder Sanchez. “But movement isn’t always singular, it also can be from community. With Pride and celebrating the LGBTQIA+ community, we wanted to create an effect that brings aspects of community for the person who creates content alone. You become your spotlight.”

When asked how to create a successful Branded Effect, Sanchez spoke about the importance of using the branding moment to activate the effect.

"Gen Z is not receptive to things that are overtly-branded. Instead, they resonate with brands who speak to their shared values. With a Branded Effect, you want to voice brand visibility while still giving Gen Z a blank canvas to express themselves on TikTok. That branding moment should be the call to action and not overwhelm users with too many constructs for their creativity.”