Ted Baker Lines
Client Ted Baker · Launched APR 2013
Ted Baker asked us to launch their SS13 collection with a global creative digital activation campaign. To mirror the new season’s Finishing School theme, we created #TedBakerLines – a campaign that ran across multiple social networks and encouraged our 'students' to write their lines to win rewards.
The Mission
Launch Ted’s SS13 collection with a global creative digital activation campaign aimed at Ted’s global fanbase.
How We Did It
Ted gave his students lines to write - based on etiquette and fashion - throughout the week. Entrants could recreate each line in a creative way (or simply retweet or repost it) and upload it via Twitter, Facebook, or Instagram using #TedBakerLines. The first 500 people to submit their work won a limited edition tote bag adorned with the day’s line. Then, as the thousands of entries began to flood in, our specially created Facebook app and approval and redemption tools helped us to co-ordinate the activity and reward our winners in a timely fashion.
Success
Once the bell rang, #TedBakerLines had made it into the top 0.1% Facebook apps by active use globally. We received 2410 Facebook entries (1,760 above KPI), 1580 Twitter entries (930 above KPI) and an estimated 8.1 million hashtag impressions on Twitter. Plus there were 10,000 Likes on tagged Instagram photos and an estimated 131k Instagram hashtag impressions. A* work all round.