Social wrap report for the Topman Just Cant Do PMC supporting wool coats.

2. #JustCantDo Campaign Overview
Brief:
An impactful socially driven campaign to support wool coats during
October and November, when sales for this line typically peak.
Objectives:
• Involve users across both the UK and US in a social media promotion
with the chance of winning compelling prizes
• Use in store collateral to tell a consistent story across all touch points
• Generate UGC we can reward fans for sharing with us
• Drive engagement and reach across key social channels (Facebook,
Twitter and Instagram)
• Drive conversation around Topman wool coats as a Winter essential
• Increase awareness of the wool coats line amongst our target audience
of males aged 16-28
Kayley Almond
#JustCantDo
Social Wrap Report

3. #JustCantDo Campaign Overview
Concept:
“Your coat is your final layer to keep you warm and protect you from the elements. Something you simply can't do without.
The only thing you'll need.”
We encouraged our fans to get behind this thinking with a user generated content campaign, in which they were invited to showus what
else they just can’t do without this winter in order to win prizes. Prizes included gig tickets, Spotify memberships, PS4s, iPads, Topman gift
vouchers, cinema vouchers and a year’s supply of pizza.
Key Activity:
• A four week long campaign, with prizes given away daily to the best images shared across Twitter and Instagram
• In-store collateral rolled out world wide encouraged users to visit our social channels to take part
• We proactively targeted people discussing coats, jackets, winter, and knitwear to invite them to participate in the promotion
• 48 hour fulfilment of prizes meant that winners were able to show off their prizes to their friends, encouraging further entries and buzz
• A selection of the best UGC was uploaded to Topman.com and Facebook to encourage participation and reward loyal fans
• Twitter cards drove visits to our feature page on site, where you could see the full range and purchase
• On Facebook, link posts were retargeted to viewers who had watch 30 seconds or more of our campaign video, to maximise engagement
to conversation ratio
• Multi product ads showcased more of the range, and drove users back to site to purchase coats they had considered but not yet
purchased
Kayley Almond
#JustCantDo
Social Wrap Report

4. #JustCantDo Campaign Overview
Top line Results:
Total Revenue £8727
Last Click Revenue £853
ROI £1.32
Total Reach 1.5m
Avg ER 1.23%
Sign Ups 587
Fan Acquisition 2,285
Total Entries 873
Key Learnings:
• Image ads outperformed link ads on Facebook owing to the
larger image preview area
• Fans responded more positively to a practical, rather than an
emotional message
• Cut out shots drove more revenue and consideration than
model shots
• Video ads drove the highest engagement and revenue
• Facebook and Twitter pixels need to be updated to collect
richer and more in depth data from campaigns, including
revenue on a post by post basis rather than per campaign
• “Shop” CTA buttons resulted in lower engagement and lower
CTRs
Kayley Almond
#JustCantDo
Social Wrap Report

5. Blogger Coverage
Blogger coverage included:
• Disney Roller Girl
• Fashion Beans
• NewYorkTokyo
• Ooh Jules
• Men’s Fashion Magazine
• ViaComIT
Kayley Almond
#JustCantDo
Social Wrap Report

6. Facebook: Top Posts for Revenue
Revenue
(last click)
£287
44%
Revenue
(last click)
£276
42%
Summary
We can see that the majority of revenue when measured on a last click basis came through our image posts rather than our linkposts as we would have
anticipated. This is a great learning for us to take to consequential campaigns, as it appears the large image with a smaller piece of text creates good stand out
on the newsfeed and a compelling reason to click through. Interestingly the top performing post used a different shot to that of our key campaign image,
perhaps due to the product he was wearing having more mass appeal. The darker colours seem to have appealed more to our audience.
The video format also performed well in generating revenue, with this format alone generating 42% of the total sales associated with this campaign. These will
be used in future PMCs and we’d recommend adding a competition CTA at the end rather than a sales one as we would anticipate this to further increase
revenue and traffic.
Kayley Almond
#JustCantDo
Social Wrap Report

7. Facebook: Top Posts for Engagement
ER: 3.93%
Impressions:
242,432
PTaT: 62
Video views:
7,829
Cum Revenue:
£272
ER: 3.83%
Impressions:
183,424
PTaT: 38
Video Views:
5,677
Cum Revenue:
£272
Summary
The video posts proved to the most successful in generating engagement from the Topman fan base, with the more
engaging nature of this format having appeal for our target demographic. Consequentially video content ought to be
considered for future PMCs to take advantage of this, as should partnering with successful YouTube channels with
high resonance amongst our target.
Kayley Almond
#JustCantDo
Social Wrap Report

8. Facebook: KPI Results
Organic ER:
1.26%*
*Engagement rate throughout is calculated at Engaged Users / Impressions * 100
Total Reach:
1,496,128
Revenue
(last click):
£653
Visits:
2,229
Paid ER:
1.67%*
ROI:
£2.21
Revenue
(total):
£5,493
Sign Ups:
476
Fan
acquisition:
2,163
Kayley Almond
#JustCantDo
Social Wrap Report

9. Facebook: Published posts
Aim:
Two published posts appears on the page during the
campaign. The aim of these were to engage the
community around coats in general, and to spark interest
via captivating visuals.
Results (video post):
Video was the ideal medium to achieve this through.
Engagement with the video was high, with 2.07% of the
targeted audience watching the video and an average
view duration of 0:41. Interactions were low, however we
would typically expect this of any video content.
Results (photo album):
Sharing user generated content helped to drive more
entries towards the tail end of the campaign. The photo
album performed well in terms of engagement at 0.17%,
and drove further entries to the competition.
ER: 2.32%
Impressions:
143,936
Video Views:
2,981
Interactions:
51
ER: 0.17%
Impressions:
8,064
Interactions:
14
Kayley Almond
#JustCantDo
Social Wrap Report

10. Facebook | Unpublished posts | Links Ads
Aim:
We ran a serious of eight unpublished posts via Facebook
through the campaign. The aim of these were to drive
sales of the wool coats line, as well as to run some user
testing on our target audience to gather valuable insights
for our next campaign.
Results:
The Shop Button Link Ad performed below expectations
considering this format is geared towards sales. The
revenue it generated was small, as was the engagement
rate. This may be due to the button itself making the post
feel very much like an advert, which our users evidently
aren’t drawn to interact with.
ER: 0.32%
Impressions:
104,352
PTaT: 16
Cum revenue:
£90
ER: 0.69%
Impressions:
119,168
PTaT: 108
Cum revenue:
£90
Kayley Almond
#JustCantDo
Social Wrap Report

11. ER: 1.06%
Impressions:
159,744
PTaT: 14
Cum revenue:
£287
Facebook | Unpublished posts | Image Ads
Results:
The Image Post in comparison to the link post
unexpectedly generated far more revenue. We can
attribute this to the format of the ad on a mobile
removing the image while the image post remains
unchanged. As our fan base are younger and
typically heavy mobile users, this format is
preferable for us in terms of driving revenue and
engagement.
ER: 1.46%
Impressions:
76,384
PTaT: 81
Cum revenue:
£287
Kayley Almond
#JustCantDo
Social Wrap Report

12. Facebook | Unpublished posts | Video Posts
ER: 3.83%
Impressions:
183,424
PTaT: 38
Video Views:
5,677
Cum Revenue:
£272
ER: 3.93%
Impressions:
242,432
PTaT: 62
Video views:
7,829
Cum Revenue:
£272
Aim:
A split test allowed us to calculate which CTA has the strongest
relationship with both engagement and video views. We tested using
more of an emotional message in post one, in comparison to more of
a practical message in post two.
Results:
When looking at results, the second practical message outperformed
the emotional message in terms of both engagement, and video
views.
The learning here is that our Topman audience react more positively
to practical messaging than anything too emotional.
Kayley Almond
#JustCantDo
Social Wrap Report

13. Facebook | Unpublished posts | Multi Product Ads
Aim:
Using the multi-product ad format allowed us to test whether our
audience were more drawn to model shots or cut out shots when
engaging with or clicking on a post.
Results:
In this case we learnt that cut out shots out performed models shots
in terms of both traffic and engagement (+0.22%) . We can therefore
learn that when using this ad format again in the future, a model shot
would be recommended.
Comments allows us to see that shopping for coats was front of mind
during the period this ad set was live, and that the cut out shots in
particular allowed users to consider the coats more than the model
shots, where the appearance of the model was the main theme
coming through in comments.
ER: 0.93%
Impressions:
226,176
PTaT: 301
ER: 1.15%
Impressions:
232,448
PTaT: 455
Kayley Almond
#JustCantDo
Social Wrap Report

14. Twitter: KPI Results
*Engagement rate throughout is calculated as Interactions / Total Fans * 100
Organic
ER*:
0.08%
Revenue
(last click)
£200
Visits:
8,260
Entries:
475
Paid ER:
2.75%
Organic
Interactions:
572
Paid
Interactions:
2286
Sign Ups:
111
Fan
acquisition:
122
Kayley Almond
#JustCantDo
Social Wrap Report

15. Twitter: Organic Posts
In total 44 individual tweets
went out from the @TopmanUK
Twitter handle to support the
campaign.
Engagement on our organic
tweets was strong, with each
message receiving an average of
5 RTs and 8 favourites.
User generated content was
strong, with a total of 475 people
submitting images to us to be
entered into the competition.
Given the high barriers to entry
this competition had, this level of
engagement is positive.
Kayley Almond
#JustCantDo
Social Wrap Report

16. Twitter: Organic Posts
Kayley Almond
#JustCantDo
Social Wrap Report

17. Twitter: Organic Posts
Kayley Almond
#JustCantDo
Social Wrap Report

18. Twitter: UGC
Engaging fans in conversation on Twitter proved successful in our last PMC, repeating it again this
year showed the community that we value their contributions, and that Topman is approachable and
conversational.
Kayley Almond
#JustCantDo
Social Wrap Report

19. Instagram: KPI Results
Total Hashtag
use:
398
Cum. Likes and
Comments:
11,765
ER*:
1.9%
*Engagement rate is calculated as total Interactions / Total Fans at time of posting * 100
Kayley Almond
#JustCantDo
Social Wrap Report

20. Instagram: Owned Content
Likes: 3.4k
Comments: 22
ER: 1.7%
Likes: 3.8k
Comments: 21
ER: 1.8%
Likes: 4.5k
Comments: 22
ER: 2.1%
Kayley Almond
#JustCantDo
Social Wrap Report

21. Instagram: UGC
Kayley Almond
#JustCantDo
Social Wrap Report