Ted Baker first entered the China market in 2012 and has since created numerous campaigns to convey its British heritage, quality and quirky style to Chinese consumers.
Come the Christmas and Chinese New Year holiday period, Ted challenged us again to make him the talk of the town; remaining true to his character, humour and style. Sounds easy right?! But in this case we had no media budget, needing to rely on a creative campaign to ensure we were heard.
Celebrating the holiday season.
THE BIG IDEA
Whilst most brands focused their editorial on gifting in December and Red Envelope giving during Chinese New Year, we broke the mould and focused on what really ticks amongst our unique target audience; consumers who have their own way of celebrating holidays.
The Christmas and New Year campaign focused on the social and fun side of the holiday season as our audience are always looking for the next hottest party.
For Chinese New Year, we provided a platform for our target audience to express their growing sense of nostalgia, through the sharing of a cherished photo moment from past holiday celebrations.
Arriving like Ted.
CHRISTMAS & NEW YEAR:
We launched the campaign #ArriveLikeTed via a series of images that showcased how key influencers arrive at their favourite holiday activities, dressed in Ted Baker. These images were shared on Ted’s official and influencers’ social channels.
Following this was a consumer contest that encouraged consumers to share their own favourite holiday activity, together with a series of quirky and entertaining holiday posts; Ted’s words of wisdom on how to behave at a party, and daily product recommendations for the holiday season.
CHINESE NEW YEAR:
We created “Throwback with Ted” – an interactive HTML5 site that encouraged consumers to kick-start the Lunar New Year with sharing their most cherished photo moments from past celebrations, and reminisce about past fashion styles.
The photo sharing contest was supported by brand-level content, including Ted’s not-too-serious words of wisdom on how to start the New Year and a showcase of Ted’s Chinese New Year red product edits and gift recommendations.
It’s all in the numbers.
INCREASE IN RETAIL SALES OVER THE CAMPAIGN PERIOD
TOTAL VIEWS OVER THE CAMPAIGN PERIOD
NEW FOLLOWERS GAINED OVER THE CAMPAIGN PERIOD
TOTAL CONSUMERS ENGAGED OVER THE CAMPAIGN PERIOD