×
Work — A campaign

Good morning class, welcome to Ted's finishing school

Play Video

At a
Glance

To mirror the new season’s Finishing School theme, we created Ted Baker Lines – a campaign that ran across multiple social networks and encouraged our ‘students’ to write their lines to win rewards.

What happened

top 0.1%
Facebook apps by active use globally
2,410
Facebook entries (1,760 above KPI)
8.1M
hashtag impressions on Twitter
1580
Twitter entries (930 above KPI)
10,000
Likes on tagged Instagram photos
131k
Instagram hashtag impressions
Project Details
Type
Communications
Sector
Retail
Fashion
Services
Campaigning
Social communications
Launch Date
April 2013

The Challenge

Launch Ted Baker’s SS13 collection with a global creative digital activation campaign.

Our Approach

We devised a narrative that Ted had decided to give his students lines to write throughout the week. But this was no punishment: the first 500 people to rewrite the line won a limited edition tote bag. Plus, each day, a fashion blogger rewarded one especially creative entrant with a beautifully customised Ted Baker leather satchel.

Entrants could upload their line via Twitter, Facebook, or Instagram using #TedBakerLines. Allowing fans to choose their preferred platform lowered the barrier for entry and helped us to grow Ted’s various social accounts. It created a bigger story; one with more texture and reach.

Ted’s grown a huge international fan base, so we worked with third party agencies throughout the activity to make sure that each community, including Japan’s Facebook and Twitter fans and those using China’s Weibo, were just as engaged as our UK users.

And to encourage involvement from Shadwell to Shanghai we also used another important Ted Baker channel: their stores. POS including blackboards, handouts, pencil cases and good old-fashioned exercise books excited Ted’s retail staff and punters alike. While free in-store Wi-Fi helped to encourage immediate interaction with the campaign. 

Then, as thousands of entries begin to flood in, our specially created Facebook app and approval and redemption tools passed the test with flying colours allowing us to co-ordinate the activity and reward our winners in a timely fashion.