Top 10 Guide: Marketing your Start-Up and SME
Immerse yourself with international brand man and entrepreneur, Graham Dodridge who shares his insight and experience.Download Now
Here at Silver, we often use animation, short films and email marketing for our clients and so we love this Christmassy campaign from Topshop.
In the retail giant’s first Christmas campaign, Kate stars in a short music video inspired by Michelle Pfeiffer’s scene in ‘The Fabulous Baker Boys’. Wearing a Topshop dress, shoes and makeup, Kate sings the Christmas classic ‘Winter Wonderland’ in the short film directed by her fiancé Michael Polish.
In the lead up to the campaign launch, a selection of teaser films were released, obscuring Kate’s face, with the hashtag #whosthatgirl. A competition was also run, with images of Kate positioned next to iconic London landmarks – those who correctly guessed her identity were in with the chance of winning a £500 spending spree at Topshop.
The video was then sent out to out to those registered on the Topshop website, along with a personalised message from Kate. The interactive digital campaign also offers viewers the chance to download the track for free.
Using Kate in the campaign, the in house team at Topshop has cleverly engaged the target female audience who naturally aspire to the stars of the silver screen and also created an air of intrigue and mystery in the build up to the launch.
We recognize the importance of a fully integrated marketing campaign across a range of mediums, and this effort from Topshop not only utilizes a range of these, but it does it in a consistent manner, enforcing the strength of the brand.