TOPMAN  |  TOPMAN TV

YouTube Content Development
Concept Team | Creative Direction

'#OPENSHOOT' - This content strand exposed up and coming music talent, and involved young content creators in the process. Featured here are indie band, 'Spectre".

'VS' - In this strand, talented young people went head to-head with each other in mini face-offs, with a supporting competition mechanic encouraging the audience to vote via social.

'UNSTITCHED' - Here, fun, frank, no frills interviews with emerging bands capitalised on the potency of that 'just before they blow-up' moment.

A content campaign that proves Topman still spot trends like no-one else. 

CHALLENGE:
How can we digitally re-inforce Topman's position as a fashion brand that knows and loves youth culture?

RESPONSE:
My ECD had developed three loose ideas for the ‘Topman TV’ YouTube channel, and soon after joining the agency I was charged with developing and delivering them. 

'Unstitched' was an interview show featuring emerging music artists, ‘Open Shoot’ involved co-creating music promos with aspiring creatives, and ‘VS’ was a talent face-off series.

This mix of quick turnaround content involved me overseeing concept development and craft approach via our internal creative and production teams, whilst also working with music artists, talent collaborators and audience contributors externally.

RESULT:
As well as helping to expose a number of talented young creative people, the content achieved a massive pick-up for Topman's YouTube channel, (in particular #OpenShoot with over 220k views - 68% organic), 1.4m Twitter uniques, and editorial coverage in Dazed, High Snobiety, DIY Magazine and Hunger TV.

This brilliantly reinforced the brand's credibility, and by creating a fully shop-able experience through YouTube technology, many viewers clicked straight through to .com to shop the looks showcased in the content.