The time has come to put up our Christmas trees, start buying our presents and truly get into the festive spirit.
For consumers, December is an expensive month and, for marketers, it is one of the most important months of the year, especially for retailers!
To increase their sales and attract new customers, stockists spend large amounts of money on their marketing plans and the latest one to catch our eye is Topshop’s Pinterest Contest.
The project links up the company’s Facebook and Pinterest accounts in a bid to increase engagement and drive more traffic. Participants can win a number of prizes by pinning Topshop items to their boards with the #DearTopshop hashtag.
As such, the Pinterest board acts as a gift guide for consumers, with categories set up that make it easy for shoppers to identify their ideal presents. Among the sections are “all things that sparkle” and “a bit of romance”.
Consumers can share these through all of Topshop’s digital channels and the most popular will be featured on the brand’s homepage every day.
The campaign is also being taken offline, with in-store staff using iPads to talk customers through the Pinterest board and helping them to use it for gift recommendations.
Topshop’s project is a shining example of cross-platform marketing, attracting people to different channels and helping to generate customer loyalty and sales.
What is the Topshop campaign achieving?
The campaign gives customers several reasons to take a look at Topshop’s marketing content.
Whether you are looking for inspiration for gifts, wanting to contribute to the retailer’s online community or simply hoping to help out people needing fashion advice, the new campaign should prove engaging.
What’s more, as Topshop generates conversation between consumers, there is a chance of more sales and revenue. Over recent years, it has become apparent that people value the opinions of other consumers.
Some customers remain suspicious about brands. After all, they are always going to speak positively about their own products and services.
On the other hand, consumers will not hesitate to be critical if they are unhappy with something they have purchased, making them more trustworthy in the minds of some buyers.
Therefore, Topshop’s Pinterest campaign could be making the brand even more trustworthy than it was before!
How important are incentives?
Incentives are used in a number of marketing projects and this Topshop campaign is no different.
The retailer is offering customers the chance to win prizes including taking over a store after hours and designing their own shoes. All they need to do is create a moodboard illustrating their perfect Christmas Day using the #DearTopshop hashtag.
Such an incentive is enticing enough for people to take part in the campaign and help improve the brand’s online presence. It’s a great example of a company truly understanding its audience.
Rather than giving out cash prizes or holidays, Topshop is rewarding visitors with prizes tailored to their interests.
The retailer recognises that many people taking part in the campaign will be fashion connoisseurs, so designing a shoe is bound to be an appealing prospect.
What’s more, as #DearTopshop enables consumers to easily share their moodboards online, even if they do not win, participants may pick up one or two great Christmas ideas.
The campaign is a prime example of a retailer allowing its audience to dictate content and it is already generating thousands of hits!
Posted by #DearTopshop is our campaign of the week.