MARC JACOBS DAISY TWEET SHOP
#MJDAISYCHAIN
#MJDAISYCHAIN
Marc Jacobs + Coty sought a PR campaign to drive consumer awareness, engagement, and delight for the brand’s biggest fragrance: Daisy.
Conceived by myself and CULT’s co-founder Bridey Lipscombe, The Tweet Shop was an industry-first pop-up activation where your social currency—a tweet or Instagram post—granted access to fragrance samples, branded treats, and exclusive high-value Marc Jacobs items.
Debuting during NYFW and later expanding to London and Amsterdam, The Tweet Shop quickly became our calling card in merging social trends with commercial success.
“Every now and then a brand comes up with an idea intriguing enough to stop and look and wonder—will this finally be the game changer?.”
MAKING MAGIC
Pop-Up Experience – A fully immersive Marc Jacobs retail space, where customers exchanged social engagement for products.
Social-First Commerce – Tweets and Instagram posts featuring #MJDaisyChain became the new currency.
Community-Led Brand Building – Fans became active participants in shaping the Marc Jacobs’ digital presence, not just passive consumers.
NEW YORK
LONDON
AMSTERDAM
500+ PIECES OF PRESS - 30,000 VISITORS - 10+ AWARDS -
500+ PIECES OF PRESS - 30,000 VISITORS - 10+ AWARDS -
The Tweet Shop revolutionised experiential retail, proving that social engagement could be as valuable as traditional currency.
By blending consumer behaviour insights with cultural trends, we created a viral, industry-defining moment—one that continues to inspire brands exploring the intersection of social commerce and brand experience today.
