Ted Baker’s new global campaign features innovative 360-degree shoppable film

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Ted Baker launched global campaign featuring an innovative 360-degree fully shoppable ad, “Keeping Up With The Bakers” for their Spring 2017 line. Teased in advance with Instagram Stories, the ad allows consumers to explore the Baker home, discover hidden content and buy the items worn by characters.

Case study summary

• Ted Baker launches a 360-degree fully shoppable film
• “Keeping Up With The Bakers” film was teased on Ted Baker’s Instagram channel offering samples of a soap-opera style sitcom

The challenge

Ted Baker, a fashion brand with a wide consumer base, wanted to continue to build on the success of previous campaigns, keeping the brand’s unique, quirky style of storytelling.

The solution

Ted Baker launched a comedy sitcom named ‘Keeping up with the Bakers’, that played sequentially over Instagram Stories over eight-days.

The brand does not advertise on traditional media channels, but instead created other tailored campaign content specifically for Facebook, Instagram, Twitter and Snapchat, with some of the Baker family “taking over” the channel at different times and encouraging fans to engage with the characters on a daily basis, participating in the fictional world of the Bakers.

Alongside the film, there was a 360-degree fully shoppable ad, hosted on TedBaker.com, ASOS.com (exclusive UK partner) and Nordstrom.com (exclusive US partner), where consumers can look around the Baker home, find hidden content and buy the items worn by the characters. Additionally, there was a virtual neighbourhood that consumers can explore through the Instagram channel.

The film is mean to encourage shoppers into stores, where they can experience an immersive version via branded Google Cardboard devices. Several Ted Baker locations will also have interactive store windows.

The results

• Trailer was watched 1.9m times with 19,000 likes on its social campaign
• 26,000 giveaways from in-store window engagement

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