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.
The new yaear is here and I have been taking a little break from my blog and been busy with a new puppy named Rebecca; but now I am back rested, relaxed and ready to conquer my resolutions. One of my top goals this year is simply to read more while taking a little break from social media each Sunday.
I like the idea of a beautiful and interesting book beside my bed and the gorgeous, honest and easy read by Grace Coddington, Creative Director of U.S. Vogue, called Grace is the perfect place to start.
Grace discusses how she transformed from model to a creative powerhouse at Vogue, all while being humble, humorous and hardworking. She also dishes about a few famous people like Anna, Mick Jagger, or Leon along the way and recalls her love life with a candor of a trusted girlfriend.
I loved Grace in The September Issue and her memoir makes me just want to be her friend and share a coffee with her. I just would have to make sure I would keep her entertained because she is just so interesting.
Throughout the year I will be sharing about my “new reads” and ways to disconnect from social media.