"Your money is no good here," Marc Jacobs essentially told devotees of its Daisy Eau de Toilette at the Daisy Marc Jacobs Pop-Up Tweet Shop in SoHo during New York Fashion Week.
That's because no dollars were used. Instead, transactions were based on a customer's use of Twitter, Instagram, and Facebook and the hashtag #MJDaisyChain.
The resulting effort yielded more than 13,500 Twitter mentions and more than 4,300 Instagram mentions, the brand says.
The Tweet Shop, which targeted loyal fragrance enthusiasts known as Daisy girls, was open eight hours a day from February 7 to 9.
In addition, the brand says the Tweet Shop had "a social-media-friendly vibe" with a lounge, drinks, and Wi-Fi, as well as Daisy-themed artwork, manicures, a photo booth, a DJ set, products, fragrance samples, and fashion items and accessories.
The interactive photo booth was designed to look like the fragrance's new ad campaign and included oversized bottles with which patrons could take pictures, says Lori Singer, group vice president of global marketing at beauty products manufacturer Coty, which works with Marc Jacobs on all fragrance projects.
As consumers entered the shop, a hostess explained how to participate, Singer says. When fans made the most basic posts on Twitter, Facebook, or Instagram with the hashtag #MJDaisyChain, they showed the hostess their phones and received deluxe samples that Singer says are better than what is typically available at a department store, such as a roller ball or a mini bottle or a piece of jewelry with some solid perfume.
The brand says the Tweet Shop is "the first retail operation in beauty to use 'social currency' as the only means to make purchases."
The more creative posts were awarded prizes like sunglasses and Marc Jacobs handbags, "really encouraging the girls to showcase their creativity," Singer says.
The brand selected 10 winners per day with help from blogger judges. The first 10 people to post per day also received a full-size bottle of Daisy.
According to Singer, Daisy has been a top-selling brand for the seven years since its launch.
"What we've seen over the past few years is that the community of girls, our Daisy girls, engage with the brand consistently over social with a terrific engagement rate," Singer says. "They post photos of their bottle collections, do watercolors or sketches, and use the bottles as inspiration and post them on Instagram and Facebook."
These so-called Daisy girls include a core target of women 18 to 34, "but, regardless of their age, they're still a girl," Singer says.
According to Singer, the brand was inspired by this community of Daisy girls that so overtly demonstrates its love for the brand and wanted to create the pop-up shop "as a way to say thanks to them and continue to inspire and engage them."
The effort kicked off on Daisy Day on January 28 during which the brand handed out thousands of daisies to passersby in New York, London, and Berlin.
"We like to say Daisy is sunshine in a bottle, so we were providing a ray of sunshine [in winter]," Singer says.
The daisies in New York contained an invitation to the Tweet Shop, which is how Marc Jacobs first publicized the event.
Singer describes Daisy as "a brand we continue to support and invest in and nurture" and says the effort is about "continuing to build community of fans, consumers, and girls who love this fragrance and sharing a moment with them and giving them a place to share time with the brand."
The launch of the Tweet Shop coincides with the release of a new print campaign for Daisy and a TV spot from director Sofia Coppola.
In addition to 4,300 mentions on Instagram, the brand says the campaign yielded more than 770,000 Likes.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014