How Fashion gets a makeover with Topshop’s full London Fashion Week experience on Google+
There was a time when only editors of the world’s style bibles got the chance to sit on the front row of a fashion show, when the catwalk was the exclusive domain of top models, and when stylists and makeup artists were the only ones lucky enough to join in the backstage excitement of London Fashion Week.
But this February Topshop reinvented its fashion show and simultaneously democratised the thrill of London Fashion Week. How? By partnering with Google+ in a groundbreaking series of inventive online happenings. The programme not only grabbed headlines – a key goal of every brand’s fashion week involvement – but also stimulated deep engagement with the Topshop audience. The programme had four components – Be the Model, Be Part of the Team, Be the Front Row Fashionista and Be The Buyer.
Be The Model afforded a rare opportunity for fans to get a model’s-eye view of fashion week. Top models Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good wore HD micro cameras – “model cams” – so online viewers could see and feel what models experience as they stride down the runway. And at Topshop’s Oxford Street flagship fans could enter a special Google+ booth and try on their favourite outfits. From the booth, an animated picture was instantly uploaded to the Topshop’s Be the Model Google+ event page.
- 4 million views across all platforms
- 2.5 million views from YouTube
- G+ posts viewed over 400,000 times, a +400% increase
- Comments increased by 340% per day
- Reshares increased by 275% per day
- +1s increased by over 400% per day
- 7,500 live views of red carpet hangout
- 600 animated photos posted from in-store booth
- Average 11-minute engagement with hangout app, 52% reshares
- 300,000 new G+ followers in two weeks
- 2 million views from TrueView ads
- 400+ press mentions (inc. Guardian, Vogue, CNN video, FastCompany, Vogue IT & FR)
Post by Natalia Cano, Product Marketing Manager, Google+