Integrated Campaign - "Break All the Rules"
Topshop has attracted rebellious fashionistas willing to push the limits of fashion. With this campaign, they address a new audience, encouraging young women who usually play it safe with style to step outside of their comfort zone and break the rules they've been taught to follow
Out of Home
OOH advertisements would be placed in malls and near popular nightlife locations for members of the target audience. The nightlife locations are already places people consider breaking rules and trying new things, while taking advantage of locations near point-of-sale in malls would help draw consumers into Topshop at the last second.
Social media platforms all have their rules: whether or not it's okay to take screenshots, the frequency of posts, or selectivity of what people "like."
Topshop sponsored posts will encourage customers to break the rules of Instagram. Leveraging Instagram usage data, Topshop would reach out to users who break those unspoken rules and reward them with a special deal to help bring rebelliousness into their wardrobe.