Ted Baker is built on disruption and for their SS 2015 campaign they asked us to disrupt Instagram. Again.
Ted Baker is one of the fastest-growing lifestyle brands in the UK and Ted’s customers are all “followers”, as the brand actively rejects anything but unconventional comms and relies on word of social to promote itself.
Ted’s 2015 S/S “All is not as it seams” collection introduced patterns based on illusion/mystique and the client tasked us with turning followers into brand ambassadors for the lookbook. We knew Instagram was the perfect stage for Ted’s colorful prints and puns. However, what had historically been prime property for Ted, had been turned into a scroll & <3 place, with high-fashion and celebs pouring their selfies into a never-ending stream of fabgrams. We took platform behavior (filtering and regramming) and turned it into our creative device to make engagement natural and organic.
Perfectly landing the ‘All is not as it seams’ concept, we used Instagram to post specially processed images that contained hidden messages to promote Ted’s SS15 collection. Users could apply filters within the Instagram app to reveal new elements of each image (hidden messages/visual illusions) that couldn’t be seen on the original post.
We encouraged users to screenshot and repost the images (regram), with our Pinch_Me hashtag, answering a question or posting a comment related to what had been revealed. The hidden messages would become their key to entering an amazing competition with Ted prizes.