Because There is No Such Thing as “Too Much Information”

Coinciding with the launch of Perfect Eau de Toilette and Valentine’s Day 2023, Qulture created and produced an anonymous confessional hotline for Marc Jacobs Fragrances, inviting US and UK audiences to call in and share authentic and unfiltered stories about love. 

To amplify these anonymous voices, influencers such as Julia Fox (who captured over 18.7 million views alone), Jeannie Park, and Antoni Bumba were brought onto the campaign to share their own love stories. The campaign became a viral TikTok sensation, spearheaded by a playful confession and invitation to participate from Julia Fox, culminating in Marc Jacobs Fragrances’ most engaging content on the platform to date.