Topman PMC- Just Cant Do Without

Brief: An impactful socially driven campaign to support wool coats during October and November, when sales for this line typically peak.

Objectives:• Involve users across both the UK and US in a social media promotion

with the chance of winning compelling prizes• Use in store collateral to tell a consistent story across all touch points• Generate UGC we can reward fans for sharing with us• Drive engagement and reach across key social channels (Facebook,

Twitter and Instagram) • Drive conversation around Topman wool coats as a Winter essential• Increase awareness of the wool coats line amongst our target audience

of males aged 16-28

#JustCantDo Campaign Overview

Kayley Almond#JustCantDoSocial Wrap Report

Concept:

“Your coat is your final layer to keep you warm and protect you from the elements. Something you simply can't do without. The only thing you'll need.”

We encouraged our fans to get behind this thinking with a user generated content campaign, in which they were invited to show us what else they just can’t do without this winter in order to win prizes. Prizes included gig tickets, Spotify memberships, PS4s, iPads, Topman gift vouchers, cinema vouchers and a year’s supply of pizza.

Key Activity:• A four week long campaign, with prizes given away daily to the best images shared across Twitter and Instagram• In-store collateral rolled out world wide encouraged users to visit our social channels to take part• We proactively targeted people discussing coats, jackets, winter, and knitwear to invite them to participate in the promotion• 48 hour fulfilment of prizes meant that winners were able to show off their prizes to their friends, encouraging further entries and buzz• A selection of the best UGC was uploaded to Topman.com and Facebook to encourage participation and reward loyal fans• Twitter cards drove visits to our feature page on site, where you could see the full range and purchase• On Facebook, link posts were retargeted to viewers who had watch 30 seconds or more of our campaign video, to maximise engagement

to conversation ratio• Multi product ads showcased more of the range, and drove users back to site to purchase coats they had considered but not yet

purchased



Top line Results:


Total Revenue £8727

Last Click Revenue £853

ROI £1.32

Total Reach 1.5m

Avg ER 1.23%

Sign Ups 587

Fan Acquisition 2,285

Total Entries 873

Key Learnings:

• Image ads outperformed link ads on Facebook owing to the larger image preview area

• Fans responded more positively to a practical, rather than an emotional message

• Cut out shots drove more revenue and consideration than model shots

• Video ads drove the highest engagement and revenue• Facebook and Twitter pixels need to be updated to collect

richer and more in depth data from campaigns, including revenue on a post by post basis rather than per campaign

• “Shop” CTA buttons resulted in lower engagement and lower CTRs


Blogger Coverage

Blogger coverage included:• Disney Roller Girl• Fashion Beans• NewYorkTokyo• Ooh Jules• Men’s Fashion Magazine• ViaComIT


Revenue (last click)

£28744%


£27642%

SummaryWe can see that the majority of revenue when measured on a last click basis came through our image posts rather than our link posts as we would have anticipated. This is a great learning for us to take to consequential campaigns, as it appears the large image with a smaller piece of text creates good stand out on the newsfeed and a compelling reason to click through. Interestingly the top performing post used a different shot to that of our key campaign image, perhaps due to the product he was wearing having more mass appeal. The darker colours seem to have appealed more to our audience. The video format also performed well in generating revenue, with this format alone generating 42% of the total sales associated with this campaign. These will be used in future PMCs and we’d recommend adding a competition CTA at the end rather than a sales one as we would anticipate this to further increase revenue and traffic.

Facebook: Top Posts for Revenue


SummaryThe video posts proved to the most successful in generating engagement from the Topman fan base, with the more engaging nature of this format having appeal for our target demographic. Consequentially video content ought to be considered for future PMCs to take advantage of this, as should partnering with successful YouTube channels with high resonance amongst our target.

ER: 3.93%Impressions:

242,432PTaT: 62

Video views: 7,829

Cum Revenue: £272


183,424PTaT: 38

Video Views: 5,677

Cum Revenue: £272

Facebook: Top Posts for Engagement


Facebook: KPI Results

*Engagement rate throughout is calculated at Engaged Users / Impressions * 100

Total Reach:1,496,128

Organic ER:1.26%*

Revenue (last click):

£653

Visits:2,229

Paid ER:1.67%*

ROI:£2.21

Revenue (total):£5,493

Sign Ups:476

Fan acquisition:

2,163


Facebook: Published posts

Aim:Two published posts appears on the page during the campaign. The aim of these were to engage the community around coats in general, and to spark interest via captivating visuals.

Results (video post):Video was the ideal medium to achieve this through. Engagement with the video was high, with 2.07% of the targeted audience watching the video and an average view duration of 0:41. Interactions were low, however we would typically expect this of any video content.

Results (photo album):Sharing user generated content helped to drive more entries towards the tail end of the campaign. The photo album performed well in terms of engagement at 0.17%, and drove further entries to the competition.


143,936Video Views:

2,981Interactions:

51


8,064Interactions:

14Kayley Almond#JustCantDoSocial Wrap Report

Facebook | Unpublished posts | Links Ads

Aim:We ran a serious of eight unpublished posts via Facebook through the campaign. The aim of these were to drive sales of the wool coats line, as well as to run some user testing on our target audience to gather valuable insights for our next campaign.

Results:The Shop Button Link Ad performed below expectations considering this format is geared towards sales. The revenue it generated was small, as was the engagement rate. This may be due to the button itself making the post feel very much like an advert, which our users evidently aren’t drawn to interact with.


104,352PTaT: 16

Cum revenue: £90


119,168PTaT: 108

Cum revenue: £90



159,744PTaT: 14

Cum revenue: £287

Results:The Image Post in comparison to the link post unexpectedly generated far more revenue. We can attribute this to the format of the ad on a mobile removing the image while the image post remains unchanged. As our fan base are younger and typically heavy mobile users, this format is preferable for us in terms of driving revenue and engagement.

Facebook | Unpublished posts | Image Ads


76,384PTaT: 81

Cum revenue: £287


Facebook | Unpublished posts | Video Posts


242,432PTaT: 62

Video views: 7,829

Cum Revenue: £272


183,424PTaT: 38

Video Views: 5,677

Cum Revenue: £272

Aim:A split test allowed us to calculate which CTA has the strongest relationship with both engagement and video views. We tested using more of an emotional message in post one, in comparison to more of a practical message in post two.

Results:When looking at results, the second practical message outperformed the emotional message in terms of both engagement, and video views.

The learning here is that our Topman audience react more positively to practical messaging than anything too emotional.


Facebook | Unpublished posts | Multi Product Ads

Aim:Using the multi-product ad format allowed us to test whether our audience were more drawn to model shots or cut out shots when engaging with or clicking on a post.

Results:In this case we learnt that cut out shots out performed models shots in terms of both traffic and engagement (+0.22%) . We can therefore learn that when using this ad format again in the future, a model shot would be recommended.

Comments allows us to see that shopping for coats was front of mind during the period this ad set was live, and that the cut out shots in particular allowed users to consider the coats more than the model shots, where the appearance of the model was the main theme coming through in comments.


226,176PTaT: 301


232,448PTaT: 455


Twitter: KPI Results

*Engagement rate throughout is calculated as Interactions / Total Fans * 100

Organic ER*:

0.08%


£200

Visits:8,260

Entries:475

Paid ER:2.75%

Organic Interactions:

572

Paid Interactions:

2286

Sign Ups:111

Fan acquisition:

122


Twitter: Organic Posts

In total 44 individual tweets went out from the @TopmanUK Twitter handle to support the campaign.

Engagement on our organic tweets was strong, with each message receiving an average of 5 RTs and 8 favourites.

User generated content was strong, with a total of 475 people submitting images to us to be entered into the competition. Given the high barriers to entry this competition had, this level of engagement is positive.






Twitter: UGC

Engaging fans in conversation on Twitter proved successful in our last PMC, repeating it again this year showed the community that we value their contributions, and that Topman is approachable and conversational.


Instagram: KPI Results

Total Hashtag use:398

Cum. Likes and Comments:

11,765

ER*:1.9%

*Engagement rate is calculated as total Interactions / Total Fans at time of posting * 100


Instagram: Owned Content

Likes: 3.4kComments: 22

ER: 1.7%


ER: 1.8%


ER: 2.1%


Instagram: UGC


Date post:	13-Jul-2015
Category:	Social Media
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Topman PMC- Just Cant Do Without

Social Media