ABOUT

The brief:
Launch Ted Baker’s SS13 collection with a global creative digital activation campaign.

Poke’s answer:
To mirror the new season’s Finishing School theme, we created Ted Baker Lines – a campaign that ran across multiple social networks and encouraged our ‘students’ to write their lines to win rewards.

Nitty gritty:
We devised a narrative that Ted had decided to give his students lines to write throughout the week. But this was no punishment: the first 500 people to rewrite the line won a limited edition tote bag. Plus, each day, a fashion blogger rewarded one especially creative entrant with a beautifully customised Ted Baker leather satchel.

Entrants could upload their line via Twitter, Facebook, or Instagram using #TedBakerLines. Allowing fans to choose their preferred platform lowered the barrier for entry and helped us to grow Ted’s various social accounts. It created a bigger story; one with more texture and reach.

Ted’s grown a huge international fan base, so we worked with third party agencies throughout the activity to make sure that each community, including Japan’s Facebook and Twitter fans and those using China’s Weibo, were just as engaged as our UK users.

And to encourage involvement from Shadwell to Shanghai we also used another important Ted Baker channel: their stores. POS including blackboards, handouts, pencil cases and good old-fashioned exercise books excited Ted’s retail staff and punters alike. While free in-store Wi-Fi helped to encourage immediate interaction with the campaign.

Then, as thousands of entries begin to flood in, our specially created Facebook app and approval and redemption tools passed the test with flying colours allowing us to co-ordinate the activity and reward our winners in a timely fashion.

It’s something you hear a lot of agencies talk about, but here we go anyway: this campaign wouldn’t have been the same without the close collaboration between the Ted Baker team and ourselves. A brand that knows a good idea as well as they know their committed fans, they were always willing to listen and help us throughout the process. Ted’s team dealt with all customer redemptions and created the custom designs for each day’s bag, meaning that we could create a product that people would actually covet. A* work from all involved we’d say.


Highlights:
- prompted celebrity involvement from documentary maker Morgan Spurlock.
- The countless, imaginative, creative (and sometimes confusing) entries that flooded in each day.
- Reaching our targets in quicker times each day throughout the week as word of the competition spread (under half an hour by the last day!)