To achieve our aim, we asked international supermodel and official face of Topshop, Cara Delevingne, to announce news of the brand’s availability via Zalando to the world, leveraging her persona in a fresh and unique way.

Instead of shooting a dull monologue with Cara addressing the camera as any typical supermodel might, we placed her kooky, eccentric character at the heart of the campaign. By setting her the tongue-twisting challenge of pronouncing the thousands of awkward European place names that Topshop is now delivered to, we presented Cara as the fun, down-to-earth girl that every teenager wants in their ‘Close Friends’ list. And, best of all, in each video she was speaking directly to them!

In an integrated campaign across 12 markets we successfully celebrated the fact that, for the first time in fashion history, even a tiny village can be as cool as Oxford Street.

Making use of a computer-generated voice, we created more than 60.000 individual videos with town names spoken “by Cara”. In each clip she tries (and fails) to pronounce the correct name, with predictably comical results.

We then used Facebook Custom Audiences to accurately target users in more than 60.000 cities across eight European markets, in what was the first ever micro-targeted video campaign on Facebook. ??This allowed users everywhere not only to receive a bespoke piece of video content specifically addressed to their hometown, but to create and share their own responses, thus furthering the viral nature of the campaign overall.

Reach

- Over 1bn contacts thanks to 360 activations over 12 countries

- 183 million impressions via social media

- 41 million viral impressions for free

- 98.8% positive buzz in Social Media

- Average Cost per Ad Impression and Click was 50% lower than previous campaigns

Awareness & Buzz

- Topshop awareness rose by up to 82% across all markets

- Ad Recall was +160% better than previous campaigns

- 40 Mio PR Reach at an investment of 4.000€

- 35% Ad Recall in Instagram

- 10 out of 10 relevance score on Facebook

Brand Image

- Increased brand likeability by +26%

- Increased fashion competence by +8%

- Increased First Choice Selection by +31%

Sales

- Topshop brand shop visits increased by a factor of x15

- Campaign boosted Topshop sales by +63%

- Significant jump in orders leading to incremental revenue of €79 million

- 3 days & 3 hours: time it took to sell out Cara’s green jumpsuit