Question Marc is a departure from how Marc Jacobs and much of the luxury world has traditionally approached marketing. In the past, the brand focused more on still fashion photography, while social content would be “adopted after the fact,” Patrick explained.
The new platform is “built for the social environment from the start in a completely connected way,” she added.
The shift stems from observing “the way consumers are spending their time and habits, which is much more around storytelling,” Patrick said. That social-first environment demands that brands produce more content at a faster pace, which led Marc Jacobs’ marketing team to rethink both its content formats and talent choices.
Sennott “represents everything the Marc Jacob brand stands for: witty, intelligent, a little eclectic, with a great sense of humor,” Patrick said.
“[Sennott] has a very current cultural voice,” she continued. “She understood characters and timing in a way that makes the story feel real, not staged or overly polished.”
In addition to giving Sennott significant creative freedom, the brand also assembled a production team from the entertainment industry, including the director of photography, Patrick said.
An entertainment-driven mindset is also influencing how Marc Jacobs builds its marketing department. For example, Patrick said the brand’s social media professionals now have to be “editorial, multi-hyphenate people” who can both run a newsroom and create long-form content. She plans to hire more people with expertise in content creation, she said.
“We’re doubling down on this new campaign direction, and you’ll see a lot more storytelling from us,” Patrick said.
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