Main Ingredients:
Kate Bosworth + The Fabulous Baker Boys + Michael Polish + Christmas + Topshop + Exclusive Track on Itunes + #whosthatgirl + Exclusive Teasers + Personalized Messages from Kate Bosworth to Different Bloggers & Magazines
Recipe:
Direction
Increase brand recognition and awareness during holiday season
Mass
Topshop teamed up with the director Michael Polish to create a Christmas video starring the American actress Kate Bosworth. The video was inspired by a scene with Michelle Pfeiffer in 'The Fabulous Baker Boys' by Steve Kloves. Kate Bosworth, in a red glittery dress, was singing a song for Christmas which then became avaiable for download on iTunes.
Velocity
Two weeks prior to the launch of the project 'Winter Wonderland', bloggers like Chiara Ferragni from
The Blonde Salad & Denni Elias from The Chicmuse started teasing their followers on Twitter. They
tweeted a short video asking their followers to guess the starring celebrity. The dedicated hashtag to the project was '#whosthatgirl'. This was the initial phase that created an attention around the project.
After the launch, we saw that the celebrity was the American actress, Kate Bosworth who has more than 50k followers on Twitter. She went on to promote this video on her own Twitter account. This was positive for the virality of Topshop's video. You can check Jeff Bullas' discussion about how tweets of tastemakers help videos go viral here.
As the video was inspired by 'The Fabulous Baker Boys', there was a story behind 'Winter Wonderland' of Topshop. This detail about the project's inspiration was picked up by many pubblications like LA Times, Daily Mail, Hollywood Reporter, etc.
What I really appreciated about this campaign was the exclusive content Topshop provided the bloggers and digital magazines with. It was not just a matter of 'here's a short movie starring a celebrity, tease your followers then post it' but a case of 'let's collaborate so that I can ask Kate to create a personalized message for your followers'. There are many different videos of Kate Bosworth, always with the same message yet addressing to different bloggers like Chicmuse, Style Scrapbook, The Blonde Salad or magazines like The Independent, Glamour, ID, ELLE...
The full video reached more than 1 million views in less than 2 weeks.
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