BUSINESS CHALLENGE

Topman needed a strategy and campaign that connected them credibly to the most mutual of cultural spaces, music.

Following an audit and evaluation of their involvement in existing music events, we concluded that the next step was to create a platform of their own that would drive deeper consumer engagement, resonate with its marketing savvy audience and cement Topman’s place at the forefront of the natural ties between fashion and music.

SOLUTION

We conceived and developed an innovative multi-channel platform, Topman CTRL. Each month a different artist takes control of the platform to expose their personal musical and cultural passions. These artists include: We Are Scientists, Phoenix, Ladyhawke, New Young Pony Club, Passion Pit, Bombay Bicycle Club, Diplo, Rob Da Bank and many others.

The platform lives across live events, the social web, TV, radio and print media. There’s a dedicated hub site at its centre that is constantly updated with fresh content and links informing the audience’s cultural lives, starting with new music and global trends.

In 2010, Topman CTRL partnered with Channel 4 to develop:

• Topman CTRL Student Tour
• Exclusive coverage of Bestival, featuring the event’s curator, Rob Da Bank

RESULTS

• 181,000 CTRL profile views
• 104,000 Flickr views
• Live audience of 5,000 via exclusive gigs and over 40,000 festival goers to date
• Growing social media audience currently in excess of 50,000 across key networks.