Dear Topshop: A Pinterest-ing Christmas Campaign

By on Sunday, November 10, 2013

As the pressure of Christmas shopping become a harsh reality for the many millions of Westerners no longer reliant on the help of a jolly white-bearded house breaker – Topshop have taken things digital and partnered with Pinterest.

Tapping into the growing power of this nouveau-riche social-media platform, customers are being challenged to submit their very own “inspirational Pinterest board” – adorned in personal visions of a very materialistic Christmas. Lovingly titled ‘Dear Topshop’, all manner of decorations, trees, trinkets and Topshop…tops are welcome.

A targeted and wonderfully simplistic and innovative way of building the in-store and online presence of the retailer, the cross platformed approach is being implemented with a consummate slickness that other brands often struggle with.

Billed as a sort of supreme Santa’s list (in this case played by The Dark Lord: Sir Philip Green) the idea is that each and every customer coming through the doors or double clicking online, will feel like they have had a personalised shopper gently crawl inside their brain… and wallet.

Featuring a range of categories spanning ‘gifts that won’t break the bank’ to ‘a gift that will wow’, each and every one can be pinned, shared and shopped for online – with the most pinned commodities of the day getting top billing on the Topshop homepage.

Katie Garlinghouse, Pinterest Head of Community Marketing said that:

“Pinterest is thrilled to be working with Topshop and bringing the holidays to life! By pinning inspirational boards, the community will be able to plan for Christmas and the holiday season, exchange ideas with others, and shop for their favourite styles in a really unique, collaborative way.”

Alongside the wonder of the digi-xmas extravaganza, oversized touch screens and products with a Pinterest call to actions have found their way into both the London and New York stores, whilst edgier versions of the ‘Are You Being Served’ attendants come equipped with iPads – guiding customers through the whole process.


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