London…mecca for many fashionista’s and home to the illusive Topshop. I’m sure that to most, Topshop is just another store, but for me, the thought that I will soon be stepping into one is like Christmas morning; the excitement is palpable. Recently, Topshop launched a digital marketing campaign, which makes me wish I was there even more.
For eight days only, in the select markets of London, Dublin and Liverpool from June 1st to 4th, and Manchester and New York from June 8th to 11th, Topshop launched a campaign entitled, “Wish You Were At Topshop.” The premise was simple: provide in-store iPad 2’s to take pictures of shoppers wearing Topshop clothing and turn it into a digital postcard that stated “Wish You Were At Topshop.” To make it an event, shoppers were also treated to complimentary makeovers, styling and refreshments. After having their picture taken, they were able to choose from a range of backgrounds and then the image was uploaded directly to Topshop’s Facebook gallery.
This campaign was aimed at utilizing their current digital audience on Facebook, working to motivate fans to come into the stores and partake in the campaign. Topshop’s thought was that they wanted to engage their current Facebook fan base, and promote something that would stimulate them to come into the store, not just shop online. As additional incentive, Topshop encouraged those who had their pictures taken, to edit and upload their personalized version to the Topshop fan page, in turn entering them to win a $1000 in-store credit.
Why I loved This:
If I had seen this campaign and was anywhere near a Topshop, I would have been there in a flash, showered and completely primped, of course. Topshop did a great job knowing their fan base and how to entice them to come into the stores. I don’t know what it is about us fashion-goers, but we love a good photo op and the chance for “free” in-store credit at a favorite store.
They also did a great job utilizing popular digital trends that so many people are interested in, by creating an in-store digital experience, encompassing multiple digital trends that would attract their clientele. The iPad 2, as well as the Instagram application used to snap the photos, are still fairly new digital trends and people very much enjoy playing around and experiencing what they have to offer. Also, utilizing Facebook was key, as a large amount of their fan base is very active on this social media site.
Another important aspect of this campaign was the buzz beforehand. Topshop did a great job creating buzz for the campaign on both Facebook and Twitter, informing their fan base and stirring up excitement for “Wish You Were At Topshop.”
The premise for the campaign was innovative and simple; it allowed Topshop to increase traffic to their Facebook page and created a way to generate more “likes.” In-store shoppers participating in the campaign would have to either be a fan or become a fan of Topshop’s Facebook page to be able to download, upload and see the photos online.
In effect, this campaign really killed two birds with one stone; they utilized their fan base on Facebook to bring shoppers into the stores and then utilized the campaign in the stores to generate a larger fan base on Facebook. Genius, pure genius!
Why I Hope Topshop Implements This Campaign Again:
I would love to see Topshop continue this campaign. It’s not the type of campaign that can be done endlessly however, because it would lose the fun, excitement and originality. Rather, I would love to see Topshop incorporate this in-store digital experience for each seasonal trend launch: winter, spring, summer and fall.
Not only did this campaign increase digital traffic to their Facebook page and increase store traffic, this campaign created a buzz, putting Topshop at the forefront of digital in-store trends.
Personally, I feel this campaign was a huge success, with over 3,300 pictures taken and uploaded to Facebook in just an eight day span. Topshop found a great way to reach their customer base, created a fun in-store digital experience and promoted their product by increasing their fan and customer base. This campaign really gives their clientele a moment to shine, while also letting them feel as if they are part of Topshop, not just a paying customer. As a future Topshop patron, I would love to be part of the Topshop Facebook page and participate in a Topshop campaign. That’s exactly what this campaign offers; it gives customers an opportunity to get involved with the brand.
Overall, I only have positive things to say about this campaign. I hope that they continue utilizing this trend, so that maybe, someday, I will be able to partake!