Cult LDN were asked how to use social media to create mass brand awareness and sales. Plus excite, engage and reward existing #DaisyGirl fan base.
We introduced an industry first concept – The Daisy Marc Jacobs pop up Tweet Shop.
“What is a Tweet Shop?” You may ask
We created an experiential pop-up space, which developed the innovative concept of “social currency”. The Tweet Shop sold deluxe Daisy Marc Jacobs items in exchange for tweets.
No money exchanged hands in this pop up shop, just treats for tweets! Simply tweet a message using #MJDAISYCHAIN and receive your item. The more creative the Tweet, the higher value the item in return.
The Daisy Marc Jacobs Tweet Shop was launched in NYC, February 2014, during New York Fashion Week, and was said to the “The talk of New York Fashion Week”. Due to it’s success it travelled to London and Amsterdam, gaining more momentum, more excitement and even more press coverage.
This innovative concept tied with strategic execution created millions of online impressions, over 400 pieces of press coverage and thousands of high quality user generated content (UGC).
“51% of millennials said they trust UGC more than brand content” (Forbes; October 2014)