Topshop Makes Pinterest The Source Of Holiday Spirit

Apparel and accessories retailer Topshop is celebrating the holiday season in style with a new campaign, in collaboration with Pinterest, called “Dear Topshop.”

“Dear Topshop” was designed to provide customers with personalized gift recommendations that can be pinned, shared and purchased across social networks. Categories such as “a gift that will wow,” “all things that sparkle” and “a bit of romance,” will help shoppers find the product they’re seeking for friends, family or even themselves.

For the campaign, consumers also are encouraged to create and submit inspirational pin boards for their perfect holiday party. Using the hash tag #DearTopshop, consumers can pin holiday-themed home decorations, outfit ideas and gifts.


Using a form on the retailer’s web site, consumers can enter their boards to win a variety of prizes, including shopping sprees worth up to $1,000 and front-row seats at a Topshop London Fashion Week show.

“This holiday season our aim was to showcase key product and to facilitate the gifting process,” said Sheena Sauvaire, Global Head of Marketing and Communications at Topshop. “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.”  

To create a 360-degree campaign, Topshop is extending the holiday campaign to brick-and-mortar stores. A Pinterest call-to-action will be featured on product tags and giant touch screens in the London and New York City flagship stores. As a result, shoppers can pin, share and shop products across channels. Other stores will have dedicated staff, armed with iPads and wearing Pinterest and Toshop T-shirts, to help walk customers through all elements of the campaign on Pinterest.

“Pinterest is thrilled to be working with Topshop and bringing the holidays to life,” said Katie Garlinghouse, Head of Community Marketing at Pinterest. “By pinning inspirational boards, the community will be able to plan for Christmas and the holiday season, exchange ideas with others, and shop for their favorite styles in a really unique, collaborative way.”

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