Topshop: Cross-Platform Content & Campaigns

As Junior Editor at Topshop, I have worked on several campaigns and initiatives that require coherent cross-platform content. This involves generating one clear concept and then tailoring these ideas to suit various platforms and their purposes. Formats include everything from Instagram posts and videos to long-form blog features or email marketing materials.

International Women’s Day: The Women Behind Topshop

To celebrate International Women’s Day, we looked to the incredible, creative and driven women that make Topshop tick. We carried out interviews with employees across the head office and flagship store and communicated these to our audience via an Instagram post, a 24hr video Instagram story and a blog feature.

Instagram Post:

Blog Feature:

Meet The Women Behind Topshop: Our Most Inspiring Colleagues Talk Female Icons, Advice They’d Give Their Younger Self And What’s In Their Snack Drawer

Topshop x CALM: Happiness Isn’t Cancelled

Topshop has been partnered with mental health charity, CALM, for years now and therefore regularly publishes content and releases products to support their cause. This March, I worked on the ‘Happiness Isn’t Cancelled’ initiative which aimed to help our audience cope with the stress that was felt in relation to the Covid-19 crisis. The content was published via several 24hr Instagram stories, an Instagram post and a supporting blog feature.

Instagram Post:

Blog Feature:

5 Tips To Stay Positive In Times of Uncertainty

IDOL Spring Summer 2020 Collection Launch

Idol is one of Topshop’s premium and most in-demand collections. I worked on several content pieces to support the launch of the Spring Summer 2020 capsule collection. Please see the long form blog feature I created after interviewing the Design Director of the collection below. Quotes from this interview were used to support the on-site campaign feature page, the in-feed Instagram styling video and temporary Instagram story, and the multiple campaign launch emails I wrote for the CRM team.

Instagram Post:

Campaign Feature Page:

IDOL Spring Summer 2020 Collection

Blog Feature:

Behind The Scenes: Get The First Look At Topshop’s IDOL Spring Summer 2020 Collection

Mother’s Day At Topshop

To celebrate Mother’s Day, we looked the mother daughter relationships that were right under our nose at Topshop HQ. Using this concept as a starting point, we created an Instagram post, a blog feature which focussed on style advice from our mothers and a celebratory email.

Instagram Post:

Blog Feature:

The Girls At Topshop HQ Share The Style Tips They Learnt From Their Mums

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