Laura's Blogs

Marc Jacobs has a value proposition of accessible luxury, which was identified by Daniel Footware, in the article ‘Who is Marc Jacobs?: A Journey Through High-Fashion & Pop Culture’ (December, 2025), and have successfully used influencer marketing by moving away from traditional luxury advertising and are now focusing on a TikTok strategy, where instead of polished ads, the brand works with niche creators, Gen-Z internet personalities, and viral influencers, such as Nara Smith, Slushy Noobz, Enya and Drew (also known as Emergency Intercom) ect., making it seem more accessible to the average consumer. This aligns with the concept ‘Influencer Marketing Value Chains – Firm perspective‘ that was created by Barak Libai, Ana Babić Rosario, and Michael Haenlein, in the article Influencer marketing unlocked: Understanding the value chains driving the creator economy (January 2025), through one of the value chains ‘Segmentation, Targeting, and Positioning’ (STP), as it creates content that feels natural and entertaining rather than promotional. This approach is effective because it uses Gen-Z humour, values authenticity over strict brand control, and treats social media as it was meant, which is a space for entertainment, not just promotional content and selling. As a result, these videos have taken over Marc Jacob’s TikTok as their most popular posts, with some campaigns having reached over 10 Million views.

Marc Jacobs x Slushy Noobz

One of their campaigns in particular, which is the Marc Jacobs x Slushy Noobz campaign that was promoting Marc Jacobs’ new line called The Tote Bag, shows how influencer marketing can succeed when the brand gives the influencers they’re using, creative freedom and tailor to the creators’ audience. For this one, the start of the video seemed to just be a regular Slushy Noobz video, but then the green screen falls and we can see, as the audience, that this is a Marc Jacobs advertisement. This worked because it prioritised engagement over direct selling.

Even the comments on the TikTok show that the campaign was effective as the audience praises the marketing, engage with the humour, and even express interest in buying from the brand. Some even thinking this was part of a Slushy Noobz’ youtube video, which means they think this is something that is on brand and authentic for them, and by creating authentic content, it’s said by Pei Wen Tan in ‘Authenticity: The New Key to Success in Marketing’ (May, 2025) that a brand is able to build trust and loyalty with their customers. And for Marc Jacobs’ campaign, especially from Slushy Noobz fans. This is because brands like Marc Jacobs that use influencers in their marketing take advantage of parasocial relationships which can be defined in the article ‘Parasocial Relationships: The Nature of Celebrity Fascinations’ by Find A Psychologist (2026) as when one person extends emotional energy, interest and time into someone, and the other person is completely unaware of the other’s existence.

Conclusion

In conclusion, the Marc Jacobs campaign, using Slushy Noobz, shows how influencer marketing can be effective when brands prioritise authenticity, creative freedom, and cultural relevance over traditional advertising. By using humour, niche creators, and content that feels relative to TikTok, Marc Jacobs successfully engaged Gen-Z audiences and strengthened brand appeal.

AI declaration: I used ChatGPT to organise my paragraphs

Date Published: 26th of April

Author: Laura Martin

Category: Influencer Marketing