Topshop is launching a seasonal campaign called "Universe Round for You" targeting female college students aged 18-25. The campaign will offer pop-up stores in 6 major cities for 2 weeks with additional discounts for students. It will utilize Google AdWords, social media, and a commercial to promote the stores and 10% student discount. The goal is to raise brand awareness and drive future foot traffic from prospective young customers, with a total budget of $456,000.

1. TOPSHOP
“Universe Round for You”
Ahleum Cho
ADV 420 Final Presentation

2. TOPSHOP Overview
• Originated from United Kingdom back in
1964
• “Fashion knows no bounds”
• More than 300 stores in UK, and ship to
100 different countries
• Products: 7 different lines of clothing,
make-ups, jewelry, shoes, and bags.
• Collaboration with Christopher Kane and
Kate Moss

3. Universe Round for You
• Universe Round for You seasonal event
• College students 10% off discount
• Personal shoppers
• Utilizing diverse strategies to reach out to
target audiences

4. Target Audience
Female college students aged 18-25
Sarah Madison Jaclyn Hill
-22 years old
-Fashion merchandising majored
junior at the School of Art Institute in
Chicago.
-Chicago city born and spends shopping
2-3 times per month in downtown
Chicago
-20 years old
-Advertising majored sophomore
at the University of Southen California
-Born in San Jose born and interested
in designer clothing products for her daily
looks.

5. Big Idea
• “Pop-up stores” for two weeks
• The special section in store for school looks
• Students must have their current student IDs
• More personal shoppers
• Extra 5% off with $150 purchase or more (15% off
total)
• Seasonal event (Summer vacation, Thanksgiving
break, Christmas break, and Spring break)
• 6 major cities (NY, Chicago, LA, SF, Miami, and
Boston)

6. Online Strategy
• 2 weeks before the actual campaign
• Google AdWords
• Blogs, Facebook, Instagram, Tumblr, Twitter,
Inside-Out, YouTube, and Arcadia group
website.
• Keywords: Topshop, sales, college student,
clothes, and student discount
• Commercial with current main models

7. Tool / KPI
• Ultimate goal: creating brand awarness among
college students, and bringing in more
footdrives in the future.
• $7,000 daily sales at each store
• “Counting the number of customers and sales
at each term”
• 2,000 likes on Facebook, 500 retweets on
Twitter, 40,000 commercial watchers on
YouTube and 50,000 likes on Instagram

8. Budget
• Google AdWords $51,000
+ Social Media $52,300
+ Agency Fees $240,000
+ Commercial $112,700
______________________________
Total $456,000

9. Summary
• “Universe Round for You”
• Seasonal event for female college students.
• Creating brand awareness and brand loyalty
among prospective customers
• Offers various clothing lines for target markets
• Google AdWords and social media
• $456,000 budget in total

10. Resource / Links
• www.topshop.com
• http://www.grmwebsite.com/social-media-
management-pricing-and-packages
• https://www.youtube.com/watch?v=UV8nQw
fGDDI
• http://www.retailmenot.com/view/topshop.c
om
Thank you!