Digital PR Awards: Digital Marketing Campaign ($200K – 500K)

Winner: Coty Inc. - The Marc Jacobs Tweetshop

Coty Inc.’s task was to generate international PR and social media coverage for the popular Daisy Marc Jacobs fragrance. With an already loyal following, they knew that the “Daisy Girl” loved the fragrance and she loved to share her world on social media.

With this in mind, as all eyes of the fashion world turned to New York Fashion Week (NYFW) in February 2014, Coty used this built-in story cycle to develop and execute a social media campaign to thank loyal fans and use social innovation to drive headlines and social interaction focused on “social currency” - a way of paying for Daisy items using a simple Tweet or Instagram post.

Enter the Marc Jacobs Daisy Pop Up Tweetshop, which opened on Thursday, February 6, 2014; located in SoHo, the shop was then open to the public February 7 - February 9, from 11:00AM – 7:00PM, during New York Fashion Week. Along with enjoying a DJ set by DJ Jilly Hendrix, the most creative social media posts, picked by the #MJDaisyChain bloggers throughout the day, had a chance to win various Marc by Marc Jacobs accessories.

The social-media savvy guests used Twitter, Instagram and Facebook with the hashtag #MJDaisyChain as a special form of “social currency” to get deluxe samples of Daisy Marc Jacobs. Guests received Marc Jacobs Beauty manicures, took photos in a live Daisy photo booth, enjoyed Daisy-themed artwork by Langley Fox and sipped cocktails while listening to the musical stylings of The Jane Doze.

In all, the Tweet Shop welcomed more than 10,000 visitors in its single weekend of existence, including 500 celebrities, bloggers and press.

Honorable Mentions:

•             APTA + DDC Advocacy - Voices for Public Transit Campaign

•             GolinHarris - Who's Got The #MightyWings

•             R&R Partners - Vegas Enablers

•             Weber Shandwick St. Louis, New York and Chicago - Smoke is the Bandit with Mobil 1