TEd baker

Keeping up with the bakers

 The Brief

To create an innovative social campaign to announce and introduce Ted Bakers SS16 line and the newly announced 360 shoppable video.

Insight

Every neighbourhood has its secrets

The Idea

Using the (just) freshly launched Instagram stories and transforming it into a retro TV set, where we created TEDPIX. The broadcasting service for “Tailor lane”, Ted Bakers “neighbourhood” which this was all set in. Think of The Stepford Wives meets Cluedo, everyone has a secret and a life to show and keep up with. We launched The “Rumour Mill”, our social UGC challenge that encouraged users to interact and create with our narrative and content.

How we did it

We capitalised on the functionality of Instagram stories by transforming the phone into a remote for the TEDPIX TV, truly making it a unique experience never seen before on the platform.

We created five different channels using the segments on Stories. This is where the episodic content lived, revealing easter eggs on different Baker family members and the unusual events that occur on "Tailor Lane".  

The competition mechanic lived on the social feed, asking the audience to discover these easter eggs whether it's tagging a tattletale, snapping a selfie or trading gossip in the comments section asking them to tag their location as Tailor’s Lane (The London Flagship store) to enter.  We revealed the winner on one the channels everyday which we called T! News that alternated channel everyday enticing the users to watch the instagram stories and interact further.

the Campaign

TEDPIX

Ted Baker’s Instagram Story acted as the neighbourhood’s own gossip TV channel (T!), revealing the winning content and building it into the narrative the next day. There were filler channels in between the segments which mimicked a 50’s/60’s style shows and adverts, this was designed specifically to round off the whole retro experience.

Controls

TEdpix Channel listing

Channel 1 - Where the collection is exhibited using cinemagraphs and animated video

Channel 2 - Creating retro adverts from the branding in the collection

Channel 3 - Where the UGC challenge winners are revealed

Channel 4 - Emulating weird and wacky retro TV broadcasting

Channel 5 - Where encouraged users to use the newly announced swipe up feature to open up the collection in the insta browser window

announce, signpost & Reveal

We used the collections clothes and accessory not only to promote them but to shape the theme of questions we would ask the audience in our campaign. Starting with a scenario, sprinkling mystery, tension and a place where the audience could fit in. Just as we have breaking news in real life, we emphasised it and signposted the audience to the instagram story segment to see who was included.

How we tagged our winners

I thought of a way to tag the winners of our challenges in the video without letting the wider audience (The Trolls) know.