Fashion brands have been very successful in using social media to market themselves well and Marc Jacobs is definitely at the forefront.
Marc Jacobs started his #CastMeMarc campaign in 2014, which he launched as a new way to search for new faces to represent his brand. He asked for all interested in wanting to model to post a picture of themselves with the #CastMeMarc hashtag to either Instagram or Twitter.
His great idea attracted over 70,000 entries across the globe and many more talking about and engaging with the brand. Shortly after, he announced his candidates (via social media of course) who were chosen to attend the casting call for the lucky role of being the newest face.
Source: Marc Jacobs