The campaign will allow consumers to pull together Topshop items across all of the brand’s platforms, from stores and online platforms, to social media and editorial.
By searching through categories "A gift that will wow," "All things that sparkle" and "A bit of romance", consumers can pin items and share them on their own Pinterest boards, while the retailer’s top pinned products will be showcased on Topshop.com’s homepage each day.
In a move that Topshop claims is its first global Pinterest activity, consumers in the retailer’s flagship London and New York stores will be able to play with giant touchscreens and pin, share and shop for items.
Other stores will have dedicated staff wearing Pinterest and Topshop T-shirts and will be armed with iPads, ready to walk customers through all elements of the campaign on Pinterest.
People’s Pinterest boards can then be entered into a competition with the chance to win gifts such as shopping sprees worth up to £500, front row seats at the next Topshop Unique London Fashion Week show, tickets to the launch event of the next Kate Moss collection, and the opportunity to design their own dress.
Sheena Sauvaire, global head of marketing and communications, Topshop, said: "This holiday season, our aim was to showcase key products and to 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. Add the physical component, and we are creating true 'social shopping' during the festive period."