Ted Baker’s latest social marketing campaign is a clever attempt to harness the word-of-mouth power of Facebook.
The campaign comprised events at three stores, using bloggers to help spread the word.
Shoppers were invited to the events in Ted Baker stores in Glasgow, Manchester and London – the final one was last Saturday – and the bloggers took pictures of customers wearing Ted Baker’s new season clothes.
The pictures were then uploaded to Facebook, and the two images with the highest number of ‘likes’ on the Monday after each event won a £500 shopping spree.
The campaign is creative, uses the pulling power of the bloggers and showcases Ted Baker’s products on Facebook in a clever way. It also gives shoppers a personal connection to the brand.
Sasha Wilkins – who runs the Liberty London Girl blog as well as an online consultancy arm, which advises brands including Christian Louboutin – says choosing the right bloggers is important.
“Bloggers in the UK are all inherently different from each other, and Ted Baker has really thought about who it is working with.” She adds the right bloggers will bring a good level of consumer engagement.
But while the idea is great the scale is wrong, says Adam Fulford, head of planning at marketing agency Grand Union. “It’s a nice call to action but it only does it at three stores over three days.” It would perhaps have been better to allow shoppers in all the stores to upload images throughout the duration of the campaign.