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Highlights from Ted Baker’s digital drawing room initiative

Ted Baker’s saw a 75% increase in reach on Facebook, and a 1000% rise in Twitter mentions off the back of its “Ted’s Drawing Room” campaign on March 17.

The initiative, created by agency Guided Collective, invited 11 top illustrators to recreate consumer looks from Instagram as pieces of original artwork, as previously reported here.

Footage of the illustrators at work in Ted’s London HQ, was broadcast back into stores throughout the day, as well as on Facebook. Over 2000 viewers tuned in, for an average of 26 minutes each. The stream was also viewed in over 23 countries ranging from the UK and USA to Japan, Malaysia and Taiwan.

Below is a summary video of the event, as well as several more of the final images. Check out Ted Baker’s Facebook page to see the whole gallery.

 

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

1 reply on “Highlights from Ted Baker’s digital drawing room initiative”

[…] Efforts like this provide for an extraordinary boost in online activity and audience engagement. Ted’s Drawing Room campaign similarly intersected Facebook and Instagram. Photos and selfies of Ted Baker-clad fans were transformed into original artwork by 11 top illustrators, a project that led to a “75% increase in reach on Facebook, and a 1000% rise in Twitter mentions.” […]

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