Topshop is steadily building a reputation as a digital-first brand. Last September we wrote about their Customise the Catwalk campaign, which brought a fashion show live to 2million people in 100 countries, allowing them to order new trends months before they hit the High Street. Now, the brand has teamed with Google to create an extensive digital campaign.
In the run-up to LFW AW13, a G+ photobooth was installed at the flagship store on Oxford Street, inviting people to ‘Be a Model’. Users could try on clothes and pose for shareable gif images. On the eve of the big day, bloggers and fans were invited to a Google Hangout with Topshop creative Director Kate Whelan. On the day itself, Topshop’s Google+ account live-streamed the show. Each model carried tiny HD cameras, offering a unique insight into their world as they strutted their stuff down the catwalk. Then, extending the life of the show beyond the catwalk, fans were encouraged add individual models such as +Cara Delevingne to their Google+ Circles. The campaign also saw the creation of the first Google Hangout app where post-gig, users could swipe their favourite clips from the catwalk onto a wish list. Data gathered from this tool will assist the Topshop buyers’ AW13 choices.
The campaign won 4 million video views, and over 200,000 shares on social media sites. Topshop now have over 1 million followers on Google Plus. It was a digital feast that delivered the catwalk to people like never before.