MARC JACOBS: THE TWEET SHOP
How do you get a perfume to earn 500 million impressions in one week? Through one big, shiny idea the internet couldn’t resist: social currency.
And so The Tweet Shop was created – a three-day pop-up shop in Soho where a basic social post got you deluxe Daisy goods. We designed the space to feel like a playground of Instagram opportunities as opposed to a typical shop environment, so instead of fans feeling like their posts were just a gimmick, they would feel genuinely inspired to capture great images.
To build curiosity and anticipation for the shop, we held a global stunt in New York, London and Berlin. We picked the coldest day of winter and sent male models out to key pedestrian spots and had them surprise frigid walkers with a simple daisy, which held a hangtag scented with the Daisy fragrance and featured the campaign hashtag. The hashtag got the brand buzzing on social media, while our hidden camera crews captured their delighted responses and created a charming video to tease the Tweet Shop with the intriguing message: Daisy is coming to NYC.
Agency: Mash Studio
