In our new-look weekly round up series, we’re taking a look at Marc By Marc Jacobs’ #CastMeMarc social media campaign.
Marc By Marc Jacobs
Marc By Marc Jacobs is one of the fashion labels from designer Marc Jacobs.
Following the success they experienced with the social media campaign in 2014 – receiving 70,000 entries – Marc Jacobs took to Instagram and Twitter to cast models for the Spring 2015 ad campaign. All entrants had to do is upload images of themselves tagged with #CastMeMarc. It was that simple. This led to over 100,000 entries across social media in the few days that the open casting call ran.
Instagram has 102,340 posts under #CastMeMarc. The simplicity of the hashtag made the campaign easy to share, with a clear call to action included.
The campaign has been mentioned online in 3777 conversations, of which 230 were positive and only four were negative.
All content for this campaign is user generated. Following the initial call for applications (below), all the imagery that could be found on Instagram and Twitter under the dedicated hashtag – #CastMeMarc – was of applicants.
This had the dual benefits of engaging a target audience of hundreds of thousands of people that were feeding the brand their preferred style and aesthetic, while being incredibly cost effective. The T&C‘s state that images that are posted with the hashtag can be used by the brand as part of future promotional campaigns.
The engagement rate for Facebook posts for #CastMeMarc is around 0.004%, roughly half of the typical engagement rate for the brand. However, engagement on Twitter matched the rate of their other posts outside of the campaign. As the campaign was seeking to engage a highly specific audience, engagement can be expected to be lower than their typical adverts, as not all of the people who follow Marc Jacobs or are fans of the brand’s clothing would consider modelling for the brand.
Over To You
What do you think? Have you spotted a clever campaign?