Topshop Canada: Integrating Experiential Marketing and Social Media

October was an exciting month for fashion-forward Vancouver and Toronto—it promised the opening of two new Topshop locations! With countless trends to showcase, Topshop Canada was eager to spread the word. 6S Marketing and brand.LIVE Management Group partnered to introduce Topshop to one of our favourite strategies: experiential social media activation. See the results in our case study.

It might sound like a mouthful, but this marketing plan promises success. Campaigns travel from the digital world to real life (street team activation, events, etc.) and then integrate back online. Social platforms make an excellent medium—campaigns can commence quickly and reach a massive amount of users. As Topshop had only one month before their store launch, this approach fit as perfectly as their stylish new sweaters.

Promotion was done in various platforms: from Facebook to Weibo (Chinese Twitter), the internet was abuzz about Topshop’s launch. Check out some of their awesome results:

  • Doubled their Facebook fans due to Facebook ads
  • Gained 2,500 new Twitter followers in one month
  • Received 7,123 views on two promotional YouTube videos (one for Vancouver, one for Toronto)
  • Google Display ads received 1.2 million impressions
  • Front-page ‘hot list’ mention on
  • 215 reposts of Topshop’s first post in Weibo

  • Experiential activation worked its magic. With all this chatter, Vancouver and Toronto were eager for Topshop’s grand opening. And rightfully so: in addition to chic clothing, the two store launches featured food trucks, a photo booth, in-store DJ and complimentary makeovers. As you can imagine, the event was fully packed.

    To celebrate the campaign’s success, 6S presented Topshop with our patented ‘social media toolkit.’ To find out what this is—and to see the full extent of Topshop’s results—view the full case study.

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