Case Study — #TedsElfie Christmas Instagram campaign

#TedsElfie Christmas Instagram campaign for Ted Baker

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We were tasked with bringing Ted Baker’s Christmas in-store activity to life through an innovative digital activation.

We constructed a multi-layered Instagram hunt to find our elves who, after a night of festivities, had gone missing.

Project Details
Social campaign
Launch Date
December 2014

The Challenge

The Ted Baker team had created a core illustration to feature in all their retail stores and windows (Santa's Selfie...or as Ted liked to call it 'Elfie'). We were tasked with bringing this to life, and creating a story around it, within the digital space.

The aim was to drive engagement across Ted's social channels and look to generate press coverage at a key time of year for the retailer.

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Our Approach

We constructed a multi-layered 'choose-your-own-adventure' game on Instagram, with fans being asked to visit @TedsElfie to help find our missing elves.

The hunt involved 32 Instagram accounts, 290 illustrated images and videos, and 7 hidden elves.

Through bespoke illustrations, we created a festive winter wonderland of surprises. Made up of individual Instagram posts, users could delve into each square to find clues, with strategically placed image tags leading fans through their journey.

Tapping into the natural browsing and explorative behaviour of Instagram, users spotting an elf commented on the celebratory video to win. We also encouraged users to mention their friends in order to drive organic reach.

With seven elves to be found during the three-week campaign, there were plenty of chances to win – whether that was stumbling across a spot prize buried in the snow, or celebrating your discovery of an elf with a trip to see the northern lights.

Digital is a key element of our Global Marketing Strategy at Ted Baker, which meant it was important to create a campaign that would have real standout. Using Instagram in this exciting and engaging way allows us to interact with both our existing and new audiences in Ted’s innovative manner.

— Craig Smith, Brand Communication Director