#unlock5th social wrap report

5th Ave PCR

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

#Unlock5th Campaign Overview

Kayley Almond#Unlock5th Social Wrap Report

Top line Results:

Learnings:

• 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

#Unlock5th Campaign Overview

Total Reach:1.4M

Avg ER:4.47%

Visits:29,687

Hashtag use:

4,295

Avg CTR:5.13%



Brand Ambassador Activity | IAMGALLA | Owned Activity

ER: 3.79%Impressions:

90,912Video Views:

10,498Interactions:

192


196,224Interactions:

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.

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.


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


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.

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.

1st Nov

2nd Nov

3rd Nov

4th Nov

5th Nov

6th Nov

7th Nov

8th Nov

9th Nov

10th Nov

11th Nov

12th Nov

13th Nov

14th Nov

0

500

1000

1500

2000

2500


Twitter Competition

ER: 0.62% Entries: 40

Favs: 21RTs: 1

ER: 0.34%Entries: 10

Favs: 7RTs: 0

ER: 0.56%Entries: 21

Favs: 7RTs: 0

ER: 0.32% Entries: 6

Favs: 8RTs: 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.


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.


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%*

Impressions911,952

Avg CTR:8.20%

Avg CPC:£0.32


Facebook: Published posts


1,085Interactions:

27



386


12,384Interactions:

238



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.


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.


Instagram: Owned Content

ER: 1.73%Interactions:

3463


2594


4738


4635


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.


3045


3529


#unlock5th social wrap report

Social Media

brand awareness

newest topman store

brand message

topshop audience

new york database driving

topman fan acquisition

receptive topman customers

mavg er