How a photo-sharing campaign made you “Wish You Were At Topshop”

This case study outlines the social media/in-store campaign developed and implemented by Fresh Networks for Topshop. Social media agency Fresh Networks helped Topshop develop and implement “Wish You Were At Topshop” – a campaign based around enhancing Topshop’s online and offline customer experience through photo-sharing app Instagram, Facebook and iPad 2 technology.

Topshop, despite being one of the most recognised brands on the high street, was struggling to think up new and innovative ways of connecting the online world to the in-store experience. Fresh Networks helped Topshop create and implement a digital campaign called “Wish You Were At Topshop” in order to tie together in-store activity with the online space through an in-store photo-shoot using Instagram and iPad 2 technology. With the new strategy, Topshop wanted to increase the reach of the campaign as much as possible. It wanted to engage customers in-store and offer them a novel shopping experience, as well as engaging prospective and regular customers through Facebook. Topshop wanted to increase the activity, images and photographs on its Facebook and Instagram feeds, and use Instagram in a fun and exciting way.Fresh Networks met Topshop’s needs with the “Wish You Were At Topshop” campaign, integrating their online and offline presences with shoppers. After receiving a free styling and make-up session, shoppers were invited to create a digital “Wish You Were At Topshop” postcard.Customers were then photographed using an iPad2 and Instagram, selecting Instagram filters to change the effect of the picture to make each photo unique. Customers were then able to upload the postcard onto their own Facebook page, as well as the Topshop Facebook page and gallery, in-store immediately after the photo-shoot. Customers could also take a printed copy of the postcard home with them. The campaign ran for 11 days in key flagship stores including London’s Oxford Circus, New York, Dublin, Liverpool and Manchester. The results of the campaign include:
  • An extra 5.3 million views on Topshop’s Facebook page, as well as 2,000 comments, helping to generate a year’s worth of activity on the page in four days
  • Topshop gained PR coverage in titles such as The Drum, Time Out, Brand Republic and Mashable
  • Coverage from 640 blogs on the “Wish You Were At Topshop” campaign
  • Total reach for the campaign exceeded 7.5 million
  • The campaign also helped to generate new, shareable content for Topshop – 2,595 unique images were created on Instagram
  • As a result, Topshop became the #1 fashion retailer for content creation on Instagram (June 2011)
  • Topshop was the first in the industry to work with Instagram in this way
Client TestimonialThe manager of the Liverpool flagship Topshop store said: “New & different - I loved it and the customers loved it. Customers were phoning friends to come and try it for themselves too. It really helped to create a great community spirit with store staff helping to take photos.”This case study received a Commendation in the category of Best Use of Photo Sharing at the 2011 Social Buzz Awards

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