Category: Best Consumer Engagement
Advertiser: TOPMAN
Product/Service: TOPMAN GENERATION ONLINE MAGAZINE
Agency: M&C SAATCHI
Editor: John-Paul Pryor (M&C Saatchi)
Deputy Editor: Chantelle Symester (M&C Saatchi)
Film Editor: Simon Jablonski (M&C Saatchi)
Film Editor: Jeremy Allen (M&C Saatchi)
Designer: Marios Takousis (M&C Saatchi)
Design Director: Andy Ng (M&C Saatchi)
Developer: Tony Dong (M&C Saatchi)
Designer: Chloe Kirton (M&C Saatchi)
Videographer: Craig Thomas (M&C Saatchi)
Media placement: Mobile App - Android And Iphone - 30 November 2011
Media placement: Tablet - Apple Ipad And Android - 30 November 2011
Media placement: Mobile Web - Apple And Android - 30 November 2011
Media placement: Website - Online - Magazine.topman.com - 30 November 2011
Media placement: PR Coverage - Metro, DazedDigital.com, WWD, GQ, Daily Mail, The Sun, Shortlist - Oct, Nov, Dec 2011
Insights, Strategy & the Idea
Topman is an iconic British Fashion brand. Whilst they have a great presence on the UK high street, they needed to find more meaningful ways to connect with their fashion and tech-savvy customers online. In order to drive consumer engagement with the brand and connect with consumers online, Topman Generation was created.
The idea was to create the first social and interactive men's fashion magazine for a retail store that lives on every digital platform. Not being constrained by print meant they had the freedom to take the best parts of a magazine and bring together some of the best photographers, contributors and opinion formers in the world.
The core idea was to focus on lifestyle, arts and culture, rather than E-Commerce. It was a way of driving consumer engagement with the brand and giving the consumers rich content to enjoy and connect with.
Creative Execution
Whilst Topman Generation is a mobile product, we adhered to the behaviour and principles required to launch an edgy, fashion and style magazine. Self discovery is very important to our tech savvy, opinion former audience so our initial launch had 3 strands to the activity:
1. PR – Exclusive features in the right media to promote the launch. Including WWD, GQ & Dazed Digital
2. Seeding Content – Exclusive videos of interviews pushed through relevant channels. For example, Miles Kane featured on Premier.com
3. Ambassadors – Both contributors (photographers and journalists) and celebrities (Yoko Ono) using their social media profiles to inform their followers and fans of the new magazine, their involvement and the need to check it out.
Topman Generation lives on every mobile platform; on android and on tablet whether as an app or via mobile web. Designed to fit into the lives of our out-and-about audience.
Results and Effectiveness
We were pretty chuffed (that’s British-speak for happy) with the results. The site has already attracted over 183,000 unique visitors since its launch a few months ago. On Twitter alone, it has reached 12m impressions, with 55% of people re-tweeting content they have come across. Added to this we’ve achieved enormous PR coverage, reaching over 60 million people. What’s really helped drive the success metrics is the fact that all the celebrities & stars have really engaged in & helped push the content – having Yoko Ono tweet about your magazine to her 1.7m followers is always going to help.