Marc Jacobs opened a Daisy fragrance Pop – Up shop in Soho during Fashion Week with a social media twist. This unique shop did not accept money and only accepted social currency in the form of Tweets, Facebook posts and Instagram photos.
The innovative shop was brought in part by the large amount of Social Media love given to Marc Jacobs fragrance Daisy, which has one of the highest engagement levels on Facebook. Fans of the fragrance often go to great lengths to publish innovative photos, personal drawings and accolades on Social Media and so this shopping experience was a good way to ‘thank’ fans and launch a new Daisy print campaign. Pop – Up shoppers used the Hashtag #MJDaisyChain as payment for Marc Jacobs-branded gifts ranging from perfume, necklaces and purses.
This marketing experiment was also a reflection of fashion houses like Dior and Kate Spade entry into the Social Media market and finding new and innovative ways to sell their luxury products to a target audience.
The use of Social Media currency shows the ongoing struggle for companies to accurately measure the actual ‘value’ of a Social Media campaign or more specifically the cost of a Tweet, Facebook Like or Instagram photo.
So while companies continue to engage in Social Media campaigns to uncover the actual value of engagement, fans get to benefit from the innovative ways companies are engaging audiences.