Ted Baker is a British luxury clothing retail company offering menswear, womenswear and accessories. The brand has a portfolio of stores in the UK and the US and is known for its distinctive patterns and colors.
lift in ad recall
lift in consideration
more website conversions amongst 18- to 24-year-olds1
Ted Baker wanted to promote its new autumn/winter 2018 collection to a younger audience using ads in Instagram Stories.
To promote its autumn/winter collection, Ted Baker created eight vertical video assets under 10 seconds for Instagram Stories that featured items from the menswear and womenswear ranges.
These ads in Stories were followed by more product-focused ads in carousel and collection format, which were designed to encourage website visits among consumers who had interacted with the campaign or who had visited Ted Baker’s website in the past.
The videos offered an intriguing glimpse of the collection and used a range of effects, from borders to split screens and kaleidoscopic visuals. The womenswear campaign featured florals, sequins and exotic animals, while menswear videos showcased colorful products against a concrete backdrop. Both campaigns were filmed in various houses and on rooftops in and around London, as well as in a studio setup.
Ted Baker’s Instagram campaign drove an 8.2-point lift in ad recall and a 3-point lift in consideration. It also achieved 22% more website conversions amongst 18- to-24-year-olds, compared to the previous spring/summer 2018 season.