How Ted Baker Hacked Instagram Filters for a Brilliant Campaign
In under a month, Ted Baker‘s campaign hashtag generated 7.3 million impressions and was used by People Magazine and a host of the world’s biggest fashion bloggers.
In a quote on Marketingland, Ted Baker Communication Director Craig Smith said that innovation is an important part of their social programs:
“Engaging with our customers through social media in an innovative way is key to our global marketing strategy at Ted Baker. Using Instagram in a first-of-its-kind initiative, we are able to talk to both existing customers and introduce new audiences to the world of Ted.”
How’d They Do It?
The designer clothing label posted specially processed campaign images that contained hidden messages to promote their SS15 collection. The messages can only be revealed using certain filters within the app. They encouraged users to screenshot and repost them using Instagram filters to reveal the hidden messages.
How’d It Go?
Ted Baker posted 15 photos, which prompted 685 unique people to post using the #Pinch_Me hashtag.
The campaign highlighted the power of influencers, especially in the fashion industry. Even though People Magazine promoted the campaign, the two highest peaks were driven by posts from actress Bianca Alexa Santos and blogger Rachel Martino.
What Can We Learn?
The process is relatively elegant for how simple it is. It only takes a couple of actions for users to participate, and as humans, we’re naturally curious. When I see an image and know there’s something hidden in it, I want to know what it is. I’m not at all fashionable, but I screen-shotted and added filters to every one of their campaign images, just to see what was there.
On Instagram especially, it’s important to find creative ways to capture users attention as they scroll through their feed. Ted Baker captured our curiosity with a unique use of the platform, combining novelty and mystery. Keep these two aspects in mind as you plan your next campaign.
As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.