Marc Jacobs: Daisy Tweetshop

The world's first pop-up to use social currency

The Brief

The world's first Tweetshop 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 Tweetshop 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.