Topshop Denim
TRIBE ran an influencer marketing campaign for Topshop's denim with 18 creator posts, reaching combined followers of 789,264 and drawing 23,969 likes and comments.
Case in 60 seconds
Topshop needed content that showed its denim being worn in ordinary wardrobes rather than in brand-produced imagery, and the brief covers both Topshop and Topman, so the work had to serve two handles at once.
The campaign appears to turn on the fact that the denim was already owned, because the objective asks for pictures of jeans people have rather than product sent for the purpose, which makes the endorsement read as habit rather than as placement.
Rather than commissioning a shoot, the campaign asked owners of Topshop and Topman jeans to submit their own outfit pictures, with a repost on the brand account as the reward for taking part.
TRIBE ran the work as influencer marketing on Instagram, with creators submitting pictures of their jeans or outfit, using relevant hashtags and tagging @Topshop or @Topman in the caption for the chance to be reposted, producing 18 creator posts.
TRIBE reports 18 creator posts against combined followers of 789,264, an engagement rate of 3.04%, likes and comments of 23,969, and an average cost per engagement shown as 0.12, $0.16 and 0.22.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
Partners
- TRIBE (lead_agency)
Participation mechanic
- Contributors submitted pictures of their Topshop or Topman jeans or outfit, used relevant hashtags and tagged @Topshop or @Topman in the caption, for the chance to be reposted on the brand's Instagram account.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.12 $0.16 0.22 | engagements |
| combined followers | Combined Followers 789,264 | reach |
| creator posts | Creator Posts 18 | content_pieces |
| engagement rate | Engagement 3.04% | engagement_rate |
| likes and comments | Likes & Comments 23,969 | performance |
Why TRIBE's strategy worked
- 1
Asking for content of a product the audience already owns removes the seeding step and shortens the path to publication, which is why a denim brief can produce 18 creator posts without a gifting round.
- 2
Offering a repost on the brand account as the return for participation converts the brand's own audience into part of the fee, which suggests why the cost per engagement sits as low as 0.12 at its floor.
- 3
Writing the tag requirement to cover both @Topshop and @Topman lets one brief feed two handles, which spreads the same 23,969 likes and comments across a menswear and a womenswear audience.