Whilst Topman Generation is a mobile product, we adhered to the behaviour and principles required to launch an edgy, fashion and style magazine. Self discovery is very important to our tech savvy, opinion former audience so our initial launch had 3 strands to the activity:1. PR – Exclusive features in the right media to promote the launch. Including WWD, GQ & Dazed Digital 2. Seeding Content – Exclusive videos of interviews pushed through relevant channels. For example, Miles Kane featured on Premier.com 3. Ambassadors – Both contributors (photographers and journalists) and celebrities (Yoko Ono) using their social media profiles to inform their followers and fans of the new magazine, their involvement and the need to check it out.Topman Generation lives on every mobile platform; on android and on tablet whether as an app or via mobile web. Designed to fit into the lives of our out-and-about audience.

We were pretty chuffed (that’s British-speak for happy) with the results. The site has already attracted over 183,000 unique visitors since its launch a few months ago. On Twitter alone, it has reached 12m impressions, with 55% of people re-tweeting content they have come across. Added to this we’ve achieved enormous PR coverage, reaching over 60 million people. What’s really helped drive the success metrics is the fact that all the celebrities & stars have really engaged in & helped push the content – having Yoko Ono tweet about your magazine to her 1.7m followers is always going to help.