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Topman: Building a thriving social community

Using social media, experiential marketing and blogger relations to build a thriving and organically growing social audience

Brief

To establish a social presence for Topman and improve the engagement of its existing blog and YouTube channel.  To engage males aged 16 to 35 with a credible voice and have them actively participating with campaigns and conversations with the brand.  Increase footfall into stores by working closely with experiential agencies and turning offline content into compelling online engaging tools.  Identify key influencers and opportunities to personalise contact with individual Topman followers.

Approach

The first step was to build a presence on the key social media platforms for the brand, which included Twitter, Facebook and Flickr.  We established relationships with key fashion and style bloggers, and built upon the relationships by offering exclusive information, content for their blogs and access to Topman events. Working directly with the Topman marketing team we created an authentic social tone of voice for the brand.  We consistently created unique and exciting opportunities for the target audience to get involved in activity.

Impact

An engaged and thriving online community of more than 60,000 in eight months.  Drove footfall, sales and positive awareness of the brand through interactive and social media campaigns, increasing online awareness via blogger relations and social search.  Campaigns were incredibly successful for the brand, which saw more than five million impressions overall.

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Tags: Topman, arcadia group, mens fashion, high street, retail, social media, mens clothes, clothes, fashion, fashion blogs, experiential marketing