Today & Tomorrow

Topshop Wishes Customers a Merry Christmas in Winter Wonderland Campaign

Not only have we found out that Kate Bosworth can sing (who knew?) but the high street favourite has proven itself as a mogul in internet marketing.

The 'Who's That Girl' campaign involves Topshop wishing their customers a Merry Christmas with a two minute video of Kate Bosworth singing Winter Wonderland. The Christmas campaign has had fans and followers from around the globe glued to its social media pages for the past week, wondering who the girl behind the campaign was. Topshop gave out a string of clues to keep everyone guessing who it might be, including shots from the video set, hair and makeup, whilst secretly promoting Topshop items.

The clever, little marketing campaign has spanned a media frenzy in the digital/fashion world. It has since gone viral and has had everyone from celebs to fashionistas engaged in its social media and talking about the face behind the campaign online. It really does prove the power of social media and how one simple concept can be so compelling. Not only have they driven traffic to their social media pages, Topshop are now trying to bag Kate and itself a Christmas number 1 as it tweets Radio 1 DJs asking them to get behind the single.

This is not the first time Topshop has used social media to connect to their consumers. Its 'Trick or Treat' Halloween campaign involved its followers either tweeting a picture of their Halloween outfit or offering Halloween style tip, using the hashtag #trickortreat. The best tweet then was able to purchase items in exchange for a tweet. The aim behind it was to drive conversation within its community, which it certainly accomplished. We expect to see more campaigns like this from Topshop in 2013 and for many other big brands to follow in their 'Tweet-steps'.