Case Study — Ted Baker AW2015 campaign

Creating a Cabinet of Curiosities for Ted Baker

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Continuing our previous successes with Ted Baker on Instagram, our new brief once again saw us harnessing the creative opportunities of the platform to help launch Ted’s new AW15 ‘Curiosities’ collection.

We asked Ted’s audience to delve into our ‘Cabinet of Curiosities’ and join us on a journey of discovery, for the chance to win amazing Ted gifts.

Project Details
Launch Date
September 2015

The Challenge

The Ted Baker team had created their new AW15 ‘Curiosities’ collection, with launch material inspired by and shot in London’s Natural History Museum.

We were tasked with bringing this concept to life through digital and social channels in order to raise awareness and engage Ted’s audiences with the new collection.

Our Approach

We used the visual layout of Instagram to its full effect - creating Ted’s very own Cabinet of Curiosities with a mixture of items from the AW15 collection along with an array of weird and wonderful treasures from around the world, all housed on its own Instagram account.

A clue was released from the official @Ted_Baker account every day during the two-week campaign, inviting followers to visit and search for an item in the cabinet. Once they'd discovered the correct item they simply had to leave a comment, tag a friend, or regram the intriguing image using #Wonders for the chance to win.

In-store customers could also join in the fun as the campaign played out across a number of Ted's stores too. We designed clues to feature on digital screens and printed POS, leading to a curiosity hidden amongst the new range. Customers who uncovered the item could take a picture and tag it using the dedicated hashtag in order to enter.  

Because everyone taking part was actively being introduced to key items from the new AW15 range – whether finding them online in the cabinet or searching amongst them as they followed the clues in-store – we were able to ensure that Ted’s amazing new collection was always right at the heart of the campaign.