Topshop partners with Pinterest for online and offline Holiday campaign

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Topshop’s campaign for the coming festive period sees Pinterest integrated both online and in its stores.

The British high street retailer has partnered with the virtual scrapbooking site in a bid to “showcase key product and facilitate the gifting process”, said its newly appointed global head of marketing and communications, Sheena Sauvaire.

“Dear Topshop”, as the initiative is called, sees a gift search embedded on its site allowing shoppers to explore by quirky categories such as “A gift that will wow”, “All things that sparkle” or “A bit of romance”. The results of each can all be pinned, shared and, of course, shopped.

Those pinned the most will be featured on the Topshop.com homepage daily.

Tying the campaign to the physical space, key products in store will also have a Pinterest call to action on their tags. Meanwhile, giant touch screens in the retailer’s flagship London and New York stores will likewise allow customers to pin, share and shop.

Staff in other stores will be wearing Pinterest t-shirts and carrying iPads in order to walk customers through the campaign.

Added Sauvaire: “Pinterest, being a strong visual platform, was the ideal platform as it allows our customers to collect products and inspirations to share with family and friends. Add the physical component, and we are creating true ‘social shopping’ during the festive period.”

Consumers are also invited to submit their own inspirational boards on Pinterest tied to the Holiday theme to be in with the chance of winning a variety of prizes including shopping sprees, front row seats to fashion week, and more.

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