Beauty

Marc Jacobs

2018

Daisy Pop-Up
Tweet Shop

The Brief

The world's first pop-up shop to use social currency to sample products. Drive global mass brand awareness for the Daisy fragrance collection; excite, engage and reward Marc Jacobs' loyal Daisy Girls.

Solution

Launched during NYFW Cult introduced an industry-first concept of 'social currency', where items in the Daisy Marc Jacobs Pop-Up Tweet Shop could be bought only using social posts on Twitter on Instagram.

No money exchanged hands in the pop-up shop; just treats for Tweets. By sharing a post on social using the tag #MJDAISYCHAIN, customers could receive a Daisy gift. Creative content was rewarded with even higher-value items such as Marc by Marc handbags, accessories, make up and full-size fragrance bottles.

The Daisy Marc Jacobs Tweet Shop was launched in NYC at Fashion Week and then travelled to London and Amsterdam, where it gained more momentum, more excitement and more press coverage.

This innovative concept tied with a strategic execution that created millions of online impressions, over 600 pieces of press coverage and thousands of high quality user generated content.

Results

  • 27K visitors

  • 15M Instagram impressions

  • 26M Twitter impressions

  • 600+ pieces of coverage

  • 173% increase in product sales

  • No1 selling fragrance in the UK