You’d be hard pushed to find anyone thinking about campaign integration quite so much as British fashion brand Ted Baker these days. Its latest campaign for the season includes everything from a 360 VR experience, to an interactive window display, a shoppable video, over 2,000 different assets for social media, a contest-led Instagram Stories initiative and a digital look book.
And that’s just the half of it.
Keeping Up With The Bakers, as the initiative is called, centres in on a young family living on Tailor’s Lane – a (pun-intended) fictional street that is reminiscent of something between Stepford Wives and Pleasantville – a sort of suburban utopia with a strange undercurrent.
That feeling is represented in the 360-degree video more than anywhere else – a combination of stills and cinemagraph-like animations, it sees each of the looks displayed on the characters available to shop, all the while all sorts of other activity and hidden content takes place around it. A girl waves from the window, a car boot opens, a shadow passes in the doorway, the fire flickers, an oven opens, the washing line rotates, and more.
Gail Dobinson, global head of marketing and PR at Ted Baker, says the team learnt lots from its holiday film Mission Impeccable about doing shoppable content well. On the one hand, the clarity of the clothing needed to be stronger, she explained, while consumers also wanted to be able to save just one part of a look and not the whole thing. Both of those factors are represented this season.
The creative work was no mean feat either – the team built the entire set, including the kitchen, garden, supermarket and more. Done in partnership with Happy Finish and Wirewax, the film is available on TedBaker.com as well as exclusive UK and US partner sites ASOS.com and Nordstrom.com. The VR version meanwhile is presented via Google cardboard, of which Ted Baker is distributing 20,000 in key stores, though the resulting content is not shoppable.
In-store the brand has then teamed up with Nexus Studios’ Interactive Arts division to create interactive windows that invite passers-by to peek into the Bakers’ private affairs. By placing their hands onto palm print sensors on the windows, they will trigger cameras that catch them in the act and composite their images onto elements of the window set including a television, window and portrait on the wall. Facial recognition technology has been utilised to make that a reality without a green screen background.
Simultaneously, the same photo will be composited onto an emblematic image from the ‘Meet the Bakers’ world and will be published on the Ted Baker website. From there users will be able to share it across social media channels.
Over on Instagram meanwhile, Ted Baker worked with longtime digital agency partner Poke once again, to invite users to complete daily challenges through the Stories feature. That part of the platform particularly, was turned into a “neighbourhood gossip channel”, with episodic content making the story into somewhat of a soap opera.
All in, Dobinson said the team used 2,000 assets across channels, edited down from near to 8,000. Each platform was thought about individually so as to ensure the creative work fit within the specific parameters each one entails. “In the past we would have retrofitted to channels, but all is now really thought out before and integrated across the board,” she said. It really is about thinking 360-degrees in every sense.