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Topshop Teams With Pinterest for Holiday Campaign

The “Dear Topshop” campaign will be positioned as the ultimate gift guide.

LONDON—Topshop has collaborated with Pinterest on its holiday campaign, called “Dear Topshop,” which will be activated across all of the brand’s platforms, including stores, online, social media and editorial.

From today, the Topshop homepage will be transformed to feature quirky dropdown options for shoppers looking for “A Gift That Will Wow” or something for “Someone Who Loves Sparkle.” Topshop hopes that these categories will help its customers find the perfect gift or party season outfit.

The products returned in the search can then be pinned, shared on Facebook or Twitter, or shopped. The most pinned products will be featured on the TOPSHOP.com homepage every day.

A competition will run on Pinterest, whereby users can create holiday-inspired boards for the chance to win prizes including shopping sprees, the opportunity to design a “dream dress,” tickets to the brand’s Fashion Week show and invitations to the launch of Kate Moss’ upcoming collection for Topshop.

Giant touch screens at the London and New York flagship stores, iPad-wielding staff and calls to action tags on key merchandise will bring the campaign into the realm of bricks and mortar.

Sheena Sauvaire, Topshop’s global head of marketing and communications, said that the aim of the campaign was to showcase key product and facilitate the gifting process. “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,” she said.