Last class we talked a lot about the most effective social media strategies. We concluded that users trust 'posts/ shares from friends' as compared to the same post from the parent company.
Marc Jacobs monetized on this strategy a couple of months ago when they released their 'Daisy' fragrance. The Daisy Marc Jacobs Tweet Shop ( a pop up shop) opened in Soho, NYC at the start of New York Fashion Week and unlike any other retail stores, it accepted payment for its products in the form of tweets, facebook posts and instagram posts related to the 'Daisy' brand. The hashtag #MJDaisyChain, alongside a snapped photo or posted message got you a Marc Jacob's-branded gift on your way out of the store.
The campaign did not only generate a lot of attention from the media but also built 'a community for its Daisy fragrance lovers by creating a virtual daisy chain that incorporates social media.'
The campaign worked so well, the company recently used a similar one to choose models for its next campaign. The Marc Jacob style social currency pop up shop was also successfully replicated by Special K recently.
This was a very fascinating campaign and more details for the pop up shop and their 'model campaign can be found at http://mashable.com/2014/02/06/marc-jacobs-tweet-store/#_ and http://www.huffingtonpost.com/2014/04/03/marc-jacobs-twitter_n_5085439.html respectively.
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