Bridey-rae Lipscombe, Founder of digital communications agency Cult LDN, talks through their incredibly successful Pop Up Tweet Shop series and the lessons businesses of any size can take from it.

1. BRIDEY-RAE LIPSCOMBE
@BRIDEYRAE

2. We are an award-winning London-based digital
communications agency specialising in social strategy,
online talent, advertising, trend reporting & training

3. OUR CLIENTS

4. DAISY MARC JACOBS
POP UP TWEET SHOP
NEW YORK - LONDON - AMSTERDAM

5. THE BRIEF
SET BY COTY - MARC JACOBS FRAGRANCES
A GLOBAL BRIEF - USE SOCIAL MEDIA TO GET PR HEADLINES
AUDIENCE INSIGHT - DAISY GIRL COMMUNITY
PRESS INSIGHT - FASHION WEEK PRESS CYCLE

6. WHAT WE DID
NYC RECAP VIDEO

7. THE TWEET SHOP
EXPERIENTIAL & INNOVATIVE POP UP SHOP

8. THE TEASE - DAISY DAY STUNT
NYC - LONDON - BERLIN
GLOBAL DAISY DAY KICKED OFF THE CAMPAIGN
SIMPLE STREET STUNT BY PLAYFULLY HANDING OUT DAISIES TO UNSUSPECTING PASSERSBY
INFORMED LOCAL AND RELEVANT PRESS & INFLUENCERS OF DAISY DAY EVENT
SEEDING THE PLAYFUL DAISY MESSAGE 1 MONTH PRIOR TO MAIN EVENT

9. THE TEASE - RESULTS
DAISY DAY - JANUARY 28, 2014
4+ MILLION
TWITTER REACH
400K
INSTAGRAM REACH
17+K VIEWS

10. THE TWEET SHOP
NEW YORK FASHION WEEK - ONE PRESS NIGHT - 500 ATTENDEES

11. THE TWEET SHOP
ON-SITE BLOGGERS FOR THREE DAYS

12. THE TWEET SHOP
BESPOKE ARTWORK BY LANGLEY FOX

13. OVER 160 PIECES OF PRESS COVERAGE
TALK OF NEW YORK FASHION WEEK
“Marc Jacobs will open the doors to
his Daisy fragrance pop-up store in
Manhattan on Friday, but unlike
other retail locations, no money will
be exchanged. Instead, you can
walk out with products in exchange
for sending tweets, Instagram
photos and Facebook posts”
“To mark the start of New York
Fashion Week, Marc Jacobs
has created a pop-up boutique
with difference: where all
payments are made via tweets”
“This weekend, Marc
Jacobs is introducing a
new form of social media
marketing to New York’s
Fashion Week: by
replacing money with
“social currency.”

14. OVER 160 PIECES OF PRESS COVERAGE
TALK OF NEW YORK FASHION WEEK
“Marc Jacobs is the talk of
New York Fashion Week, and
it hasn't even started yet”
“It is pretty awesome to say the
least! So listen up fellow
fashionistas and read on for the 6
reasons why this might just be the
coolest place to be seen this NYFW”
“Marc Jacobs is set to be the talk
of New York Fashion Week, with
the launch of a seriously unique
pop-up shop”

15. TEN THOUSANDS GUESTS IN 3 DAYS

16. “EIGHTY FOUR PERCENT OF MILLENNIALS SAY UGC PLAYS EITHER DAN KIMBALL,
THIS MOMENT CMO

17. GENERATING VALUABLE CONTENT
THOUSANDS OF USER GENERATED CONTENT (UGC) CREATED

18. MILLIONS OF SOCIAL IMPRESSIONS
TALK OF NEW YORK FASHION WEEK
15+ MILLION TWITTER IMPRESSIONS
26+ MILLION INSTAGRAM IMPRESSIONS

19. TWEET SHOP WENT GLOBAL
NEW YORK - LONDON - AMSTERDAM

20. CONTINUING THE PR STORY
LONDON
“Marc Jacobs opens
London’s first ever Tweet
Shop, makes social media a
currency.
GENIUS.”
“If we couldn’t love Marc Jacobs
Fragrances even more!”
“Lucy Watson, Laura Mvula
and Kyla De La Grange were
among the throng frantically
posting for #MJDAISYCHAIN”

21. INNOVATION DRIVING PR
LONDON
“FYI London:
Money is so over!”
“8 ways to use twitter
this London fashion
week”
“Marc jacobs makes
shopping social”

22. THREE CITIES - 25K GUESTS TO DATE
NEW YORK - LONDON - AMSTERDAM
55+ MILLION TWITTER IMPRESSIONS
34+ MILLION INSTAGRAM IMPRESSIONS
416 PIECES OF COVERAGE

23. KEY TAKEAWAYS
SOCIAL COVERAGE IS JUST AS VALUABLE AS PRESS COVERAGE (IF NOT MORE)
KEY YOUR MESSAGE SIMPLE
KNOW WHAT YOUR AUDIENCE WANTS AND WHAT YOUR PRESS WANT TO TALK ABOUT

24. THANK YOU FOR LISTENING!
ANY QUESTIONS?
BRIDEY-RAE LIPSCOMBE
@BRIDEYRAE