Campaign

Topman Generation

the rundown

Whilst Topman had an iconic presence on the UK high street, they needed to find more meaningful ways to connect and drive engagement with their fashion and tech-savvy customers online. The solution was to create the first social and interactive men's fashion magazine for a retail store. Topman Generation was born out of this and lives on every digital platform, exemplifying the best parts of a magazine - beautiful imagery, great storytelling and interviews with some of the biggest international stars.

The Building Blocks

How do you make beautiful content stand out but have it technically work like great tablet apps across all platforms (desktop, tablet and mobile web)? You use HTML5 and Javascript (JQuery, AJAX, Canvas) and device detection to create a dynamic front-end that works for each device. Then back it with a heavily customised Concrete5 Open-Source CMS. We even created our own API calls to deliver content to both desktop and mobile devices. Then added GEO location to specific content, and used Topman's e-shop API to pull in product data.

Mobile
Mobile
Social
Twitter
Facebook
Video
YouTube

The Votes

The Details

Agency

Brand

Topman

Targeted Regions

Global,
Europe

Marketing Objective

Influence Consideration

Launch Date

Dec. 12, 2011

The Team

M&C Saatchi www.mcsaatchi.com/
Arlie Haft, MD
Andy NG, Design Director
Marios Takousies, Designer
Douglas M Smith, Experience Director and UI
Tony Dong, Technical Director
Jon Chandler, Technical Director
Matthew Kirk, Developer
M&C Saatchi Mobile
Dusan Hamlin, CEO
Eleanor Ryan, Client Services Director
John Paul Pryor, Editor
Chloe Kirton, Mobile Designer
Becky Brignall, Project Manager
Chantelle Symester, Deputy Editor

The Stats

550K Unique Visitors
81% positive sentiment

The Results

Creating their own entertainment channel, with rich content has resulted in more meaningful connections. Since its launch, Topman Generation has quickly become a regular point of discussion across the online fashion world and the site has already attracted over 550 000 unique visitors with 3% converting to the online store. In social, it has a reach of 1.4 million impressions on Newsfeeds and 1.5 million on Twitter with 55% of the people re-tweeting content they have come across. And according to Sysomos, Topman Generations has generated over 81% positive sentiment.