Marc Jacobs Daisy Pop-Up

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.

The Brief

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

What we did

Launched during NYFW, Cult introduced an industry-first concept of 'social currency': items in the Daisy Marc Jacob Pop-Up Tweet Shop could only be bought using,social media posts shared using the tag #MJDAISYCHAIN. No money exchanged hands; just treats for Tweets.

What we did

Creative content was rewarded with even higher-value items such as Marc Jacobs' handbags and full-size fragrance bottles. Initially launching in NYC, it travelled to London and Amsterdam, gaining more momentum and press coverage. It tied with a strategic execution which saw millions of impressions, 600+ pieces of press coverage and thousands of high-quality UGC.

27K

visitors

15M

Instagram impressions

26M

Twitter impressions

600+

pieces of coverage

173%

increase in product sales

No1

selling fragrance in the UK