topman unlock 5th

Task

Launch Topman's biggest store yet with a bang, opening on the iconic 5th Avenue New York.

Insight

New Yorkers have a refined sense of style and there are a number of style tribes nestled within the city each with their own unique flavour. However it’s British fashion that is influencing the influencers, with Cara Delevingne and Max Irons both grabbing headlines across the pond for their enviable fashion credentials.

What we did

Recruit five of New York's best known fashion, music and blogging personalities to intro all types of New York men to their new favourite, British store.

Results

The posts reached 1.4m fashion-conscious New Yorkers in the run up to launch with fashion bloggers including Adam Gallagher helping to drive low CPMs. 29k clicks to were driven to site with a significantly lower CPC than previous campaigns. Importantly, footfall to store comfortably surpassed the target during opening week and beyond.