On the 5th of November, Topshop/Topman opened a flagship store on 5th Ave in New York. A social media campaign supported this launched across Facebook, Twitter, Instagram and Pinterest.

1. 5th Ave PCR

2. #Unlock5th Campaign Overview
Brief:
An impactful cross media campaign to socially amplify the launch of the newest Topman store, opening on 5th Ave on the 5th of November 2014
Objectives:
• Make Topman a leading fashion outlet in New York, a first point of call for style conscious savvy men in the city
• Increase brand awareness around Topman
• Fan acquisition across Twitter, Instagram and Facebook to build up an audience of engaged and receptive Topman customers for years to come
• Increase consideration of Topman as an aspirational place to shop amongst our key audience of 16-28 year old in New York
• Decrease consideration of Topman as a brand in it’s own right, rather than “Topshop for guys”
Key Activity:
• Recruitment of local personalities Adam Gallagher and Holy Ghost to build excitement in New York amongst males
• Blogger Picks ear marked selected items in store and online as being top picks by influencers
• Use of Max Irons as a brand ambassador generated talkability both in the UK and US
• 5 x on-site features to drive conversation and awareness amongst our shoppers
• Solos emails to the New York database driving to in-store
• In-store DJs, giveaways, and goodie bags for those first in line
• Competition gave entrants the chance to win a VIP trip to London, stay in a 5 star hotel, and £1,500 shopping spree
• 4 x time sensitive competition were promoted on Twitter inviting users to win shopping sprees and gift vouchers by interacting with the posts
Kayley Almond
#Unlock5th
Social Wrap Report

3. #Unlock5th Campaign Overview
Top line Results:
Learnings:
Total Reach:
1.4M
Avg ER:
4.47%
• Brand ambassador activity proved successful in getting reach and engagement, however care should to taken to ensure that the audience is as relevant as possible
for the target audience. Adam Gallagher did have a big following, however distributed across the world rather than being concentrated in New York
• Teasing the identity of the ambassadors helped to grow anticipation for the big reveal. This technique worked well in generating conversation, so it would be good to
try again to see if similar results can be replicated
• Video ads were the most engaging format in this campaign. Pairing this with retargeting an editorial feature was successful in getting people to visit the site and
engage with content
• Celebrity content fuelled online buzz as well as engagement on our Facebook page through the photo album. In the future we should ensure that we have a range of
celebrities with talkability amongst both the Topman and Topshop audience so we can ensure that the brand message is not lost in the noise
Visits:
29,687
Hashtag
use:
4,295
Avg CTR:
5.13%
Kayley Almond
#Unlock5th
Social Wrap Report

4. Brand Ambassador Activity | IAMGALLA | Owned Activity
ER: 3.79%
Impressions:
90,912
Video Views:
10,498
Interactions:
192
Kayley Almond
#Unlock5th
Social Wrap Report
ER: 1.18%
Impressions:
196,224
Interactions:
228
ER: 1.31%
Clicks: 67
ER: 0.04%
Clicks: 2
ER:1.22%
Clicks:
2,419
ER: 2.20%
Clicks:
4,381
To tease our brand ambassador activity and build excitement around
launch we shared a series of obscured images and videos on our
Instagram channel asking users to guess who it was. Whilst the photo
outperformed the video, both pieces of content performed well owing
to the audience overlap between Topman and IAMGALLA.
To reveal Adam as our ambassador we released a video on Facebook
targeted towards New Yorkers with interests in style, bloggers, and
other fashion retailers in NY. We saw strong results off the back of this,
with an ER of 3.79% and 10k video views. We then retargeted these
viewers with a link to our feature page which housed an interview with
Adam. Whilst the ER was lower, this was to be expected with longer
form copy and none the less we saw his fans begin to interact with
Topman as a result of this.

5. Brand Ambassador Activity | IAMGALLA | Earned activity
Adam Gallagher’s influence on Instagram
meant that his posts generated huge amounts
of engagement around Topman across the
world. In total his 7 Instagram uploads
generated 303,258 interactions, an ER of
4.04% when his average is 3.82%.
The same images were also shared across
Adam’s Twitter account, where they generated
958 interactions, and an ER of 0.31% in
comparison to his average of 0.27%.
However, while the feedback rates and
engagement rates are high, we have no way of
telling where in the world Adam’s followers
are located. In order to get more value out of
these, it may have been worth looking at a
blogger with a smaller worldwide presence,
but a higher presence in NY.
Kayley Almond
#Unlock5th
Social Wrap Report

6. Twitter: KPI Results
*Engagement rate throughout is calculated at Engaged Users / Impressions * 100
Total Reach:
729,401
Avg ER:
2.28%
Visits:
15,013
Avg CTR:
2.06%
Avg CPE:
£0.94
Avg CPC:
£1.47
Kayley Almond
#Unlock5th
Social Wrap Report

7. Twitter: Buzz
In total there were 4,121 mentions of
#Unlock5th between the 1st and 14th
November. There were largely fuelled by
celebrities, with nearly all of the most
popular tweets being a link through to
Instagram or an image itself.
The celebrities which generated the
largest buzz were Perez Hilton, Nick
Jonas, Ciara, Lionel Ritchie, and a
Beyoncé fan site white got 103 RTs.
2500
2000
1500
1000
Whilst Beyoncé did account for most of
the mentions (10.4% of all mentions
included her name) Topman saw the
strongest results from Ciara, who
uploaded to Instagram a picture of
herself wearing a pair of Topman
overalls. 0
500
1st
Nov
2nd
Nov
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4th
Nov
5th
Nov
6th
Nov
7th
Nov
8th
Nov
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Nov
10th
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14th
Nov
Kayley Almond
#Unlock5th
Social Wrap Report

8. Twitter Competition
ER: 0.62%
Entries: 40
Favs: 21
RTs: 1
ER: 0.34%
Entries: 10
Favs: 7
RTs: 0
ER: 0.56%
Entries: 21
Favs: 7
RTs: 0
ER: 0.32%
Entries: 6
Favs: 8
RTs: 2
Our Twitter competition ran on 5th November, launch day. It invited users to
perform a specific action in order to win a Topman gift card of varying
values. Each were published at 2 hours intervals and promoted to users
defined as being style conscious in the NY area.
The best performing tweet was the one that was published last and had the
highest value prize. The competition mechanics were very similar, so we can
attribute the size of the prize to be the key reason this one outperformed
the other mechanics. In total we can estimate the organic reach of this
activity to be 43,400.
Kayley Almond
#Unlock5th
Social Wrap Report

9. Twitter: Organic Posts
From our own organic posts, the strongest
results came from content associated with
Adam Gallagher. Following him retweeting an
image of one of his swing tags in store his
followers engaged and shared the image, in
total generating 22 engagements.
Other images which performed well included
celebrity led shots from the opening moment,
looking at the RTs we can gather that Cara
Delevingne fans were the main reason for this
content being shared.
Comparatively links to on site features
underperformed, with both low engagement
rates and CTRs (0.03% and 0.07% respectively).
This content did however perform well on
Facebook, so moving forward this may be the
best place to share more quirky pieces of
editorial.
Kayley Almond
#Unlock5th
Social Wrap Report

10. Facebook: KPI Results
*Engagement rate throughout is calculated at Engaged Users / Impressions * 100
Total Reach:
678,729
Organic ER:
13.49%*
Visits:
14,674
Paid ER:
1.47%*
Impressions
911,952
Avg CTR:
8.20%
Avg CPC:
£0.32
Kayley Almond
#Unlock5th
Social Wrap Report

11. Facebook: Published posts
ER: 4.15%
Impressions:
1,085
Interactions:
27
ER: 1.40%
Impressions:
155,712
Interactions:
386
ER: 22.77%
Impressions:
12,384
Interactions:
238
ER: 2.06%
Impressions:
147,200
Interactions:
1,242
The photo album containing image of celebrity guests attending the opening party was the best
performing post in terms of engagement, most likely due to the larger amount of content to
engage with. We’d like to continue to use photo albums in the future because of this however the
relevancy of the content in relation to the audience ought to be considered, as possibly a more
highly regarded celebrity amongst our audience could have improved upon these results.
Kayley Almond
#Unlock5th
Social Wrap Report

12. Pinterest Activity Summary
A Pinterest board was set up to showcase some of the
strongest images gathered from the opening party and
opening event. The images were very celebrity led,
show casing all the guests in attendance as well as the
store itself.
The most popular pin was Nick Jonas who received 8
interactions, followed by an images of Cara, Max and
Phillip Green. Conversely the least popular images
were of the lesser known celebrities.
To optimise content in the future I’d recommend
uploading more instantly recognisable celebrities or
sticking to the sorts of content which traditionally
performs well on Pinterest, for example street style
and more practical style advice.
Kayley Almond
#Unlock5th
Social Wrap Report

13. Instagram: Owned Content
ER: 1.73%
Interactions:
3463
ER: 1.30%
Interactions:
2594
ER: 2.37%
Interactions:
4738
ER: 2.32%
Interactions:
4635
ER: 3.16%
Interactions:
6316
Content highlights on Instagram
included a shot of the in store
mannequins and the 5th Ave street
sign. Conversely Cara Delevingne and
Max Irons generated the lowest
engagement rates. We would suggest
the reason for this is down to the set
up of the shots, as the mannequins
were framed nicely in the shot.
ER: 1.52%
Interactions:
3045
ER: 1.76%
Interactions:
3529
Kayley Almond
#Unlock5th
Social Wrap Report