Elemental Topman case study on how worked with the brand using blogger relations, community management, online PR and social media marketing

1. Topman Creating a thriving social community

2. Brief

3. Getting involved Digital marketing, online PR and social media CRM for the high street brand Establish a social presence for Topman beyond its blog and YouTube Engage males aged 16 to 35 online with a credible voice

4. Approach

5. Working with partners Aligned social media with Topman concessions EAT. and Sharps Barbers Supported partners e.g. Channel 4, London Fashion Week, NME Radio and Launch of new ranges in-store with inclusive strategies

6. Experiential comms Worked with the street teams building the profile of the ‘Vespa Boys’ online Maximised experiential impact ahead of store launches and in store events Street level chatter translated into footfall during activity

7. Mixing it up with mobile Used Topman channels to support mobile campaigns with social media Mobile reach was extended using news engine SEO and connecting directly with relevant audiences via online PR and social search

8. Store launch: 214 Generated blogger interest and follow-up coverage about store and party Drove footfall and interest in the re-vamped flagship store at Oxford Circus Create buzz and drive attendance celebrity studded event

9. Newcastle store launch Drove footfall to new store and created online buzz about opening and brand 32% increase in Facebook fans and 10% increase in Twitter followers Primary reach of campaign 600,000 with more than 1.4 million impressions Campaign hugely successful; lead to app development

10. Bath store launch Created footfall in new store and excitement online about the activity 77 stylish Bath gents spotted and entered into the competition 22,000 engaged directly with voting, creating over 1 million impressions Fashion bloggers attended raved about the new store

11. London Fashion Week Engaging fashion bloggers by inviting them attend the show and live blog Seeding catwalk trends in real time to fashion savvy audience Used as test case in how to best utilise LFW for future

12. AAA Drove attendance to launch party via social communities Worked with key fashion bloggers to cover the new line and launch Created interesting online content from the offline event

13. NME Radio take over Had Topman audience tuning into NME Radio for eight live shows Live in-store interaction with fans, NME presenters and bands 700% more Topman competition entries than NME

14. Valentines day A campaign to engage with women, a major influence for male shoppers 400% increase in traffic to the Topman blog during the week-long campaign 7% increase in Twitter followers and 10% increase in Facebook fans Reach of 300,000 on Facebook alone from just 89 entries

15. In Genius Innovative campaign to drive interest in a national student reward program YouTubers spending hours creating interesting video submissions Significant increase in In Genius (student) subscribers

16. CTRL tour Generated buzz about free tour and Channel 4 tie-in to drive registrations Attending at gigs around the UK to cover the tour from a social perspective Competition to become a Tour Reporter for each location and meet bands Huge interest in street team and gigs driven by social

17. Fashion Fridays Drove attendance to monthly fashion in-store events from social channels Key fashion bloggers attended and covered the event on monthly basis Established tie-in with Sharps Barbers to drive interest

18. Impact

19. Engaged community Setting the social scene for Topman’s entry into social environment Massive increase in Topman blog visitors and engagement levels Built solid relationships with key influencers

20. A legacy that lives on A thriving social audience of more than 60,000 in eight months Set a platform and community to be successfully managed in-house Drove footfall, sales and positive awareness of brand

21. Topman testimonial “ Rachel and Tim were an integral part of starting Topman’s social platform in 2009/10. They were a great asset in helping guide us through the social media space and supporting our digital initiatives.” Janine Duggan, marketing manager, Topman

22. Elemental profile

23. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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