British multinational Topshop, that retails shoes make-up, and accessories, has teamed up with social media site Pinterest to launch a Christmas campaign ‘Dear Topshop’ which centers around customers creating and submitting boards for the holiday season. Customers in the flagship stores can now pin and share products on giant touchscreens.
The campaign allows customers to pull together items from stores and online platforms of Topshop to photo-sharing site. They search through categories ‘A gift that will wow’, ‘A bit of romance’ and ‘All things that sparkle’ to pin items and share them on own Pinterest boards. Top pinned products are showcased on the homepage each day.
In the first global Pinterest activity of Topshop, customers in the flagship stores of London and New York will be able to play with huge touchscreens. Other stores will have dedicated staff in Pinterest and Topshop t-shirts with iPads, ready to assist customers through all elements of the campaign.
Topshop collaboration with Pinterest has allowed the customers to collect products and share them with family and friends. Factor in the physical component and it creates true social shopping.
People’s Pinterest boards can take part in a competition with an opportunity to win gifts such as shopping sprees worth up to £500, front row seats at the next Topshop Unique London Fashion Week show and tickets to the launch event of the next Kate Moss collection.
With holiday season approaching, more companies have turned to digital marketing campaigns. Marks & Spencer, for instance, introduced online advertising before hitting TV screens. Marketers are giving prominence to social media recognizing that it offers more immediate insights and results.