TED BAKER

The fashion brand Ted Baker ran a campaign on Instagram to increase awareness of a new collection, resulting in an 8.2-point lift in ad recall.

THE STORY
Iconic British brand

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.

8.2-point

lift in ad recall

3-point

lift in consideration

22%

more website conversions amongst 18- to 24-year-olds1

Instagram has become Ted Baker's go-to platform for building awareness for key brand moments. Our autumn/winter 2018 partnership with Instagram saw Ted successfully reach a younger audience with bespoke content designed for Stories, which fueled a notable uplift in both brand consideration and conversion metrics.
CRAIG SMITH, DIGITAL COMMERCE DIRECTOR, TED BAKER
THE GOAL
Launching a new collection

Ted Baker wanted to promote its new autumn/winter 2018 collection to a younger audience using ads in Instagram Stories.

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THE SOLUTION
Designing fashionable creative

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.

With our Instagram content, we take elements from the full campaign creative to create multiple shorter edits that we can seed out over a period of time. With Stories, we want to immerse new and existing audiences in the new collection through creating attention-grabbing creative that [reflects] an overarching concept.
NATASHA NUTT, SENIOR PAID SOCIAL EXECUTIVE, TED BAKER