Ted Baker’s saw a 75% increase in reach on Facebook, and a 1000% rise in Twitter mentions off the back of its “Ted’s Drawing Room” campaign on March 17.
The initiative, created by agency Guided Collective, invited 11 top illustrators to recreate consumer looks from Instagram as pieces of original artwork, as previously reported here.
Footage of the illustrators at work in Ted’s London HQ, was broadcast back into stores throughout the day, as well as on Facebook. Over 2000 viewers tuned in, for an average of 26 minutes each. The stream was also viewed in over 23 countries ranging from the UK and USA to Japan, Malaysia and Taiwan.
Below is a summary video of the event, as well as several more of the final images. Check out Ted Baker’s Facebook page to see the whole gallery.
Ted Baker is continuing to focus on bringing digital initiatives into the retail space with a new campaign that will see 11 top illustrators recreating consumer looks from Instagram as pieces of original artwork.
Following on from the brand’s “It’s Rutting Season” project last season, “Ted’s Drawing Room” will invite consumers to head in-store and try on pieces from the new collection, before being photographed in their looks.
Those images will then be sent to Ted’s London HQ, where a team of illustrators will be sat ready to draw the shoppers they feel the most inspired by. Those involved range from pure fashion illustrators like Jacqueline Bissett and Niki Pilkington; to watercolourist Michael Frith.
The other artists include Miss Led, Emma Lofstrom, Viet Tran, Harry Malt, Serge Seidlitz, Dale Edwin Murray, Damien Weighill and Matthew Green.
The initiative ties in with the brand’s spring/summer 2012 campaign “The Great Exhibitionist and his Private Views” (as the above video shows). It will take place across Ted Baker stores in the UK and New York on Saturday, March 17.
A film crew will also be on hand to capture the illustrators at work, with the footage being broadcast back in-store and on Ted Baker’s Facebook page.
100 customers will receive both a digital copy and a one-off, signed and framed version of their portrait. For some, there will also be a time-lapse video of their piece being created. The same will appear on Facebook, alongside the original photos that inspired them.
Three illustrators have been commissioned in advance to demonstrate the variety of styles that will be involved on the day. Pilkington has recreated a womenswear look from the season’s collection, Green has done the same with menswear, while Malt has produced an image of the elusive Ted Baker. Each are below…
Ted Baker is once again turning its attention to digital with the launch of a new campaign called “It’s Rutting Season”, which ties retail theatre together with social media engagement.
Conceived by digital agency Guided Collective, the initiative celebrates the brand’s autumn/winter 2011/12 collection, Worn to be Wild, by inviting shoppers in various stores around the UK to dress up and have their photo taken by a high profile blogger.
Each of the bloggers – among them Les Garcons Des Glasgow’s Jonathan Pryce, Sara Luxe’s Sara Louise and Mademoiselle Robot’s Laetitia Wajnapel – will be using popular photography app Instagram. The results will then be posted on Ted’s Facebook page, where fans are encouraged to share content by tagging themselves and getting their friends to “like” them in a bid to win a £500 shopping spree.
The rutting season name refers to the fact the collection look book was shot in London’s Richmond Park, which is home to over 600 deer. At this time of year stags can be seen to prove their dominance and does display their desirability out in the wild.
Accordingly, shoppers are being called on to “show off their animal instincts and reveal their wild sides by dressing to impress”. They will each be styled and given a fantastical stag or doe mask to wear.
Sam Reid, founder of Guided Collective, said: “Ted Baker is a fashion brand that we genuinely admire for its principles of building its business primarily through quality product and word of mouth. We hope ‘It’s Rutting Season’ delivers a fun retail experience for shoppers and lots of online content and noise for Ted”.
It launches on October 8 in the Glasgow Princes Square store, followed by Manchester New Cathedral Street on October15 and London Regent Street on October 22.
It also follows on from the success of the Take on Ted campaign in November 2010, which saw a Twitter-operated styling studio created for the launch of the brand’s US e-commerce site.
Other teams involved in the campaign include Collective members Creative Trust on set and deer mask design and production; RAAK on Facebook app and social strategy; and Oh Juliette on project and event management. Mike Kus, Instagram’s most-followed user, will also be in London taking incidental shots of the participants as they prepare and pose. Kus recently worked with Burberry for its spring/summer 2012 show.
Ted Baker is launching a Click and Collect service in its 31 UK stores, allowing consumers to shop online and then collect their items free of charge from the store of their choice.
Craig Smith, brand communication director at Ted Baker, said: “The Click and Collect service is all about giving our customers increased choice and convenience. Customers can order the products they want; choose where these are delivered and collect when it is convenient for them.
“This is the first step in a wider programme of multi-channel solutions which will increase loyalty, enhance the customer experience and ultimately further improve the high levels of service which we pride ourselves on delivering.”
Shoppers will also be able to return unsuitable items free of charge for a full refund in store or online.
The news follows department store House of Fraser’s announcement on Friday it will open two “buy and collect” stores in Liverpool and Aberdeen where it currently has no branches but receives a high volume of online orders.
The stores will serve as collection hubs for internet sales, also offering a customer-service area and changing rooms where customers can see if their items fit, receive an immediate refund, or order a different size, reports Marketing magazine.
