Following our previous success with Topman on other launches for both product (AAA) and new stores (Bath, NYC…), Neoco were chosen to promote the new Denim range. Topman was looking to highlight its popular but relatively little known denim range, and partnered with up and coming film Director Laurence Ellis to create a series of aspirational short films. Topman wanted these films to reach a wider audience beyond their traditional fashion fans and followers delivering high levels of social engagement.
Topman Denim shot
Our activity included an ongoing social CRM strategy implemented across social channels and relevant blogs, and a micro site for the Denim section of the Topman website, which would become the final repository for all the Topman Denim content.
Beyond the core films we created further video content, including a trailer, behind the scenes clips and an interview with Laurence himself. These would be used to extend the campaign beyond launch. We also ran competitions, tying into Topman’s monthly Fashion Friday events at their flagship Oxford Street store. The key factor was to ensure that we would be able to add new weekly content in order to keep people engaged.
Measuring the campaign has been straightforward, as Topman’s main KPIs were measurable. Six weeks into the campaign and we are at almost 200% of the target KPI for engagement, with another three weeks still to go. This makes it Topman’s most successful online video content based campaign to date. We are also measuring response to the competitions and general feedback across blogs, Twitter and Facebook. Overall feedback to the campaign has revealed the extent to which Topman has now become a global brand, with a very strong following in Asia and the US.