By  on May 29, 2013

When Justin Cooke joined Topshop as chief marketing officer nine months ago, the brand’s most viewed video on YouTube — a two-year-old short featuring Kate Moss — received less than 100,000 views. On Sept. 16 of last year, the first video initiative spearheaded by Cooke, a partnership with Facebook for the spring 2013 runway show, garnered over 2 million views.

In January, a Chinese New Year video — exactly 58 seconds long because eight is a lucky number in Chinese culture — had more than 10 million views on Chinese micro blogging site Sina Weibo.

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