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TOPSHOP #LiveTrends

Creative Strategy | Brand Strategy.

Self - initated entry into the Ocean Outdoor Awards 2014

Creatives | Viv Bowdler / Will Scougal 
Partners
|  TOPSHOP inhouse design / Ocean Outdoors / Stackla 
Press | Independent / Forbes / Campaign
Awards | Grande Prix – CLIO Impact Social Media (2015) / Gold - Ocean Outdoor Creativity in DOOH (2014) / Gold - Media Week Awards 2014 / Gold - Tech and eComms award 2015 (Digital Campaign of the Year) / Cannes Lions Shortlist : Cyber Integrated Multi Platform Campaign & Cyber Response / Real Time Activity

 

Client brief
TOPSHOP is on a mission to democratise fashion, and London Fashion Week is one of the most exclusive closed door events on the fashion calendar. Use this moment to place TOPSHOP at the heart of fashion conversation and celebrate our brand mission in a way that’s relevant to consumers, and that drives sales.

Creative Strategy
As top designers reveal their looks on the catwalks, they ’re discussed and shared on social media instantly. With up to 15 shows a day trends spread fast, but they won’t hit the shelves for another 6 months. What if fashion fans could get next seasons looks faster?

Our idea
#LIVETRENDS connected the key styles being discussed on Twitter during London Fashion Week, with looks immediately available in TOPSHOP. The looks were then shared across the UK on digital out of home boards, and back into the conversation on Twitter. 

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A live feed was updating with conversations from Twitter throughout the day in the front window of TOPSHOP stores, whilst instore Mannequins were re-styled live as new trends emerged. 

Topshop.com was also updated in real-time with the new #LIVETRENDS as they emerged. Fashion fans that saw a trends they liked could simply Tweet @Topshop with the trend # to be Tweeted back with a link to buy.

Results
With one of our main goals to increase sales TOPSHOP were happy with the results seeing an average of 25% sales uplift across all looks featured in the campaign. 

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follow: @viv
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