The team at Coty’s Marc Jacobs was awarded a CLIO award for its innovative promotion that took place February 7th – 9th 2014, during New York Fashion Week.

The brand created a pop-up store downtown, at 462 Broadway – the Marc Jacobs Daisy Tweet Shop, where only ‘social currency’ was accepted.

Shoppers were asked to ‘tweet for a fragrance,’ and anyone who posted on Twitter or Instagram with the hashtag #MJDaisyChain was rewarded with items from the shop.

So how many tweets did the brand get? More than 13,500 Twitter mentions and more than 4,300 Instagram posts.

Steve Mormoris, SVP Coty Inc., commented:

“With an already loyal following, we knew that the “Daisy Girl” loved the Daisy Marc Jacobs fragrance and enjoyed sharing her world on social media. For COTY, it provided the opportunity to be a game-changer in the fragrance sector, acting as pioneers, bravely embracing social media.”

Photo by fashion blogger Alice M. Huynh, at www.iheartalice.de.