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.