Ted Baker is an iconic UK label, with their retail, wholesale, and marketing channels bringing in over $500 million a year, and showing consistent expansion each quarter. While Ted Baker has a strong UK presence, the brand has 414 international outposts. Our challenge was to find and grow their audience in the US – an induction that had to feel seamless and relevant to their customer. The objective, in short, was to expand and create meaningful awareness without shifting the strong brand identity.
Tapping six locals in Ted Baker’s key markets (Miami, San Francisco, Los Angeles, New York, and Toronto), MI&C sought to impact brand awareness through travel-driven storytelling. Each local created a highly curated, unique city guide celebrating adventure and establishing Ted Baker as a lifestyle brand within these key markets.
We paired this content program with an equally strong distribution model, aiming towards a demographic of 20-45 year olds with a household income of $150,000. We AB tested each social asset, and hyper targeted these assets using Outbrain, Facebook, and Instagram. To raise our reach, we circulated these images as Facebook Carousel Ads and Instagram Ads, targeting qualified traffic therein. The campaign delivered 242,206 clicks to TedBaker.com, with visitors spending 2+ minutes on site.
The strength of our influencer content is matched with a strategy that reaches the right customer, at the right time and place. The campaign delivered 242,206 clicks to TedBaker.com; exceeding 200,000 goal) and users engaged with content for average of 2+ minutes.