What can Ted Baker teach us about incorporating shoppable video into exciting holistic campaigns?
Whether you are a brand or a marketer, it’s no secret. The state of the industry being what it is, making an impact with your campaigns is hard.
Do you try something new and disruptive, grabbing audience attention like the naughty child in the classroom? Do you stick to what you know, adding a new chapter to your brand’s consistent story? Or do you go with the flow, making use of the hottest trends and platforms of the moment?
For British fashion institution Ted Baker, the answer falls somewhere between all three.
Marketing-wise, the brand is in a fairly unique position. With its smart styling, luxe finishes, spring pastels, neons and sugary prints, the brand has an aesthetic all its own.
Ted Baker’s stand-out appeal is continued in the its advertising efforts; as Natalie Mortimer notes for The Drum, the brand has long been known for its “unorthodox take on marketing.”
It does not employ a creative or media agency and has never advertised on traditional media. A strong sense of brand identity informs everything it does.
While other major fashion brands have played it safe with the tried-and-tested “Moss, Delevigne, Hadid” formula, Ted Baker has tried to stick to its own authentic story. By sticking with relatively unknown models, the brand has been able to keep focus on storytelling via its signature aesthetic.
It’s working too; 2016 saw sales increase 26.5 per cent to £321.9m.
Enter the Ted Baker S/S ‘17 campaign, “Meet the Bakers”. A winning exercise in episodic storytelling, the holistic campaign features a comedy sitcom, scheduled to play on Instagram Stories over an eight day period.
Its secret weapon? Shoppable video.
While other brands are only just waking up to the potential of shoppable video, Ted Baker is making it its own. Building on the success of the brand’s A/W ’16 cinematic “Mission Impeccable” campaign, the “Meet the Bakers” sitcom features a picture perfect family living (somewhat imperfectly) in candy-coloured suburbia.
In each of the videos, viewers are able to click on icons of the products they are interested in – menswear, womenswear and cute clothes for kids. Their choices are logged below, ready for consumers to “shop the look” after viewing.
Simple, but endlessly effective. The added value for the consumer comes from having quick access to the things they notice, like and want, while brands can just sit back and watch those quick conversions rolling in.
What the brand does so well is create consistent campaigns that work well across all their available channels. Case in point, “Mission Impeccable”. Executed in a similar fashion, the principal content for the espionage-themed, slightly retro campaign was a three-minute, Guy Ritchie-directed British spy thriller. On the brand’s social channels, a fake villain called ‘The Needle’ hosted a takeover – getting users involved in puzzles and competitions to win prizes.
The design and execution are cool, quirky and perfectly Ted Baker.
According to Nik Roope, the executive creative director at Poke (the agency responsible), the move towards shoppable video shows that “Ted Baker has taken a massive step up in ambition.” For the brand’s loyal following, it shows that it can continue to deliver what it does best. Nothing too high fashion, nothing humdrum – just immaculate, fun, wearable fashion.