Luxury brand Marc Jacobs caused a stir when it launched a pop-up Tweet Shop supporting its line of Daisy fragrances. Consumers were asked to use #MJDaisyChain in tweets, as well as Facebook and Instagram posts. The more the hash tag was used, and the more influential the posts, the more “digital currency” was aggregated.
“We are both start-ups that launched around the same time in the same industry,” explained Rupa Ganatra, Co-Founder of Yes-Sir.com, in an interview with Retail TouchPoints. “We actually first met on Twitter, which is quite fitting for our current collaboration!”
Initially, Yes-Sir.com and Man Made London partnered on a series of “how-to” videos on grooming for the Yes-Sir.com YouTube channel, Ganatra explained. “Then we came up with the idea to launch the first ever social media barber shop shortly afterwards.”
The shop, which will be open Sept. 18-20, 2014 in London, will exchange Facebook posts, tweets and Instagram posts as payment for a wet shave or beard trim. All customers have to do is share photos and messages using the hash tag #SHAVEMESIR.
All customers who visit the pop-up shop will be able to browse and purchase items from the Yes-Sir.com brand, enter competitions and snack on popcorn and beer.
“We are in the same industry, attracting the same clientele but in a slightly different way, so it seemed a no-brainer to connect and work together,” said Dan Gregory, Founder and Creative Director at Man Made London. “The overall planning was simple; keep it about the client, and let’s offer them something that they will remember and enjoy.”
The ongoing partnership between Yes-Sir.com and Man Made London has been mutually beneficial, according to Ganatra. “Both of our businesses are very like-minded, and we want to push the boundaries and explore new opportunities for our businesses.”
Both companies will be tracking overall social engagement to determine the overall success of the pop-up shop, and then track whether customers acquired during the campaign continually engage with both brands.
“I think the measurement of success for this event will be of we trend on Twitter and we grow our followers and ‘likes’ on our social media sites,” Gregory said. “If it’s a success it will hopefully bring clients back to either shop with Yes-Sir.com or future bookings at Man Made. I feel this is just another great collaboration between the two brands and we use the same philosophy as we have every time.”