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Marc Jacobs Fragrances, the perfume division of Marc Jacobs International, has a blossoming social following. The creator of the popular scent Daisy has nearly 111,600 Facebook likes and 17,000 Instagram followers. In addition, the fragrance brand promotes its products on Marc Jacobs International’s social channels, which exposes it to more than 1.3 million Facebook fans and 1.45 million Twitter followers.
And while the brand has gathered quite the bouquet of fans, it’s the amount of engagement—rather than the number of followers—that really generates buzz. “Not only do we have a lot of fans, but they interact and engage with us more than any other fragrance out there,” says Lori Singer, group VP of global marketing for Coty Prestige—the licensing company for Marc Jacobs Fragrances.
Social media gives followers a place where they can express their brand affinity and be heard. Singer says that Marc Jacobs’ followers frequently conduct their own product photo shoots and share their images with the brand. To thank its followers for their engagement, and in turn drive future interaction, the fragrance division turned followers’ creativity into currency with the launch of the Daisy Marc Jacobs Tweet Shop.
The pop-up Tweet Shop will debut on February 7 during New York Fashion Week and run until February 9. During this time, fans will be able to pay for Marc Jacobs products with their social posts, rather than with their wallets. People visiting the shop can post pictures of their Daisy inspirations along with the hashtag #MJDaisyChain on Facebook, Instagram, and Twitter in exchange for a deluxe sample of Daisy or a travel-size rollerball. And participants will really want to get their creative juices flowing because the post-to-prize ratio is scaled. For instance, those who post a more creative perfume picture can win necklaces containing a solid form of the fragrance. The brand will also be giving away several Marc by Marc Jacobs bags every day for the most inspiring images.
“There are a lot of fragrances out there on the market, and we’re fortunate to have consumers of who are loyal and fans of Daisy and Marc Jacobs in general,” Singer says. “It’s just a way to give back and say thank you.”
But the Tweet Shop is only one component of Marc Jacobs’ campaign. In addition to the shop, Marc Jacobs is promoting Daisy through print ads, in-store materials, and TV and digital commercials. The print ads will start running in March while the commercial, shot by Academy Award-winning screenwriter Sofia Coppola, will debut within the next few months, Singer says.
“Print has always been the backbone of what we’ve done since the beginning of time,” Singer says. “As far as TV and digital [goes], we certainly know that our consumer is so involved in the digital channel. By having TV commercials that are shot by Sofia Coppola, we can not only run them on TV, but certainly online, which is where many of these young girls are.”
Furthermore, the brand is inviting bloggers to cover the Tweet Shop and share exclusive content with its followers. And to ensure that the campaign flourished from the start, Marc Jacobs hosted Daisy Day on January 28 in London, New York, and Berlin. To celebrate the day, the brand handed out daisies to people on the street.
Singer admits that trying something new, like the Tweet Shop, without knowing what to expect can be a challenge for marketers. However, she says that the brand is prepared to learn and to continue to keep consumers at the center of its developments.
“We have to meet their needs,” Singer says. It’s not really about what we marketers want. It’s about what our consumers want.”
