Last year (June 2011) Topshop launched its digital campaign for the summer.
The Wish You Were At Topshop campaign is rather interesting because Topshop was the first in its industry to use Instagram.
THE CAMPAIGN
Client: Topshop
Agency: FreshNetworks
The campaign was mainly centred on the Instagram application for Ipad 2 and it linked experimental marketing with PR.
Shoppers in the high street Topshops of London, Dublin, Liverpool, and Manchester had the chance to receive a free styling and make-up session. After getting all 'dolled-up', the shoppers were offered the opportunity to create a digital postcard with the Instagram application for Ipad2. Participants were then able to take the postcard home with them or upload it on their Facebook wall. A copy of the postcard also appeared on the Topshop gallery on the brand's website.
MY OPINION
I think this campaign was pretty smart. Nothing new in the experimental concept: we've seen free make-up sessions in Harrods, Selfridges, and other clothing shops before. However, the idea of linking this with the Instagram application was very clever (most of all at a time when Instagram was experiencing its boom). I believe audience participation is key to successful PR and digital campaigns. Moreover, I think experimental marketing can be very effective. Well done FreshNetworks.
