Giant screens, in-store Pinterest tags, and online elements create a 360° campaign for the holiday season.
In anticipation of the holiday season, Topshop has partnered with Pinterest to create a campaign that will centre around customers creating and submitting inspirational boards for the Holiday season. This can cover all aspects of the Holiday period including decorations, a dream dress, their ultimate festive tree, and possibly even a few Topshop products. Entitled “Dear Topshop,” the campaign plans to take a 360 approach and make its presence known on- and offline.
The collaboration will act as the ultimate gift guide that will feel personalised to each customer. Quirky and easy search categories such as “A gift that will wow”, “All things that sparkle” and “A bit of romance” will help customers find the perfect gift or party outfit on the company’s website. These can be pinned, shared, shopped and celebrated through all of Topshop’s digital worlds, with top pinned products being featured on the brand’s homepage every day.
Katie Garlinghouse, Pinterest Head of Community Marketing said that:
Pinterest is thrilled to be working with Topshop and bringing the holidays to life! By pinning inspirational boards, the community will be able to plan for Christmas and the holiday season, exchange ideas with others, and shop for their favourite styles in a really unique, collaborative way.
In addition to shopping and pinning items on the fashion brand’s website, giant touch screens and products with a Pinterest call to action in the Flagship London and New York stores will allow customers to pin, share and shop. Other stores will have dedicated staff armed with iPads, who can walk customers through all elements of the campaign.
Sheena Sauvaire, Topshop Global Head of Marketing & Communications shared the intention of the campaign:
This holiday season our aim was to showcase key product and to facilitate the gifting process. Pinterest, being a strong visual platform, was the ideal platform as it allows our customers to collect products and inspirations to share with family and friends. Add the physical component, and we are creating true ‘social shopping’ during the festive period.
In addition to an all-round digital campaign, Topshop has collaborated with up and coming models, stylists and photographers to give the holiday season makeover, as well as to show their continued support for emerging talent in the industry.
Images: Topshop, RickChung.com