Cult LDN devised an innovative new strategy for the fashion brand, using social media to create mass brand awareness and drive sales.
Introducing an industry-first, Cult LDN created The Daisy Marc Jacobs Tweet Shop. The pop-up space cleverly made use of “social currency.” Rather than accepting traditional payments for the deluxe products on offer in-store, the concept encouraged shoppers to tweet using the hashtag #MJDAISYCHAIN. Visitors were able to use their tweets to make a “purchase,” with the most creative tweets receiving more valuable rewards.
Combining a physical in-store experience with digital interactions, the concept helped create a raft of user-generated content, exciting, engaging and rewarding the brand’s existing #DaisyGirl fan base, as well as bringing the fragrance to new audiences online.
The Daisy Marc Jacobs Tweet Shop was launched in NYC in February 2014, and fast became the talk of New York Fashion Week. It’s success saw the concept extended to London and Amsterdam, gaining more momentum, more excitement, and more press coverage for the brand.
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