Ted Baker Case Study: Ted Baker Turns Catalogue into Spy Film An inventive use of mobile voice search and TrueView Shoppable Videos on YouTube brought Ted Baker's campaign to life, turning regular clothing catalogue into a cinematic espionage movie. Case study summary ? British luxury clothing retail company wanted to create excitement around Agents of T.E.D. campaign ? Created trailer and video for YouTube ? Leveraged new shoppable TrueView format ? Used affinity segments, remarketing lists, similar audiences and frequency capping ? Got 1.9m views and 4m film views ? 60% lift in ad recall from those exposed to the ad ? 69% increase in UK consumer searches for "Ted Baker" at peak campaign period The challenge To launch Ted Baker's autumn/winter 2016 collection, a shoppable video served as the centrepiece. Much more than a moving catalogue, the video was a cinematic homage to the stylish espionage movies of the past, created by production company Crown & Owls with executive inspiration from Guy Ritchie. YouTube was used to find the largest possible audience for this film. For Ted Baker's creative agency Poke and Google, the task was to amplify the film with the high production content at the core, and to expand the reach and depth of the experience for Ted Baker shoppers. The solution The brand's store windows were used to allow consumers to become participants in the story. Window vinyls in participating stores displayed curious coded phrases. Passers-by were invited to speak these codes into the Google search app on their mobile phones. They were then taken directly to a mobile site specific to that particular code, where they could win prizes. In the YouTube activity, the key objective was to deliver reach among people ages 25 to 44 and to create excitement around the campaign. Ted Baker also wanted to drive traffic and sales to their online store. A trailer was released first, followed by the main campaign 10 days later. The team set up affinity segments to target fashionistas, then used remarketing lists and similar audiences to scale the full launch after the trailer campaign. Frequency capping was used to drive maximum reach, while the shoppable TrueView format drove direct traffic from the video to product pages on the Ted Baker website. The Results Both in terms of views and costs per view, the campaign beat Ted Baker's targets. The trailer had 1.9m views, while the film had 4m views. Brand lift surveys measured the impact of the YouTube campaign on awareness and consideration, and a search lift study measured the impact on searches for Ted Baker. These demonstrated a 60% lift in ad recall from those exposed to the ad and 8% increase in consideration, and a 69% increase in UK consumer searches for "Ted Baker" at the peak campaign period. B

VIDEO MARKETING PA TED BAKER SEP LONDON 07 Ted Baker 'Mission Impeccable' Film Launch MISSION by Ted Baker PECCABLE Free Sold Out DETAILS DESCRIPTION DATE AND TIME GENT, COMMENCE MISSIONIMPECCABLE... Wed 7 September 2016 13:30 - 15:00 BST Unravel the mystery of Ted's gripping new Autumn Winter 16 Add to Calendar short film, an exciting collaboration with esteemed director Guy Ritchie as Executive Producer and directors Crowns & Owls. LOCATION The full three-minute film will be released on 7th September Ted Baker - Regent Street 2016 at Ted Baker Regent Street. 245 Regent Street London Ted invites you to be the first to witness the MISSION WIB 2EN IMPECCABLE film and interactive windows to win classified United Kingdom prizes. View Map In addition, THE LOOKING GLASS COCKTAIL CLUB will be appointed to brew bespoke concoctions; a photo booth on-site will capture the event, and there will be the chance to snag 2 $1000 shopping sprees. If that wasn't enough, guests will have the chance to meet the film characters, the directors CROWN & OWLS, and other special guests. Ted Baker Organiser of Ted Baker "Mission Impeccable' Film Launch TedBaker ted_baker Ted Baker is one of the UK's leading fashion retailers. With quality, attention to detail and a quirky sense of humour at its core, the brand has earned its reputation as 'No Ordinary Designer Label' and now offers a wide range of collections including menswear, womenswear, accessories, fragrances, eyewear and more