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Brief Updated: 24 Mar 2015

Ted Baker: Cryptic Insta-Marketing

Ted Baker's #Pinch_Me campaign

British fashion label Ted Baker is proving a little mystery and intrigue can make for an engaging digital experience with a two-week-long Instagram initiative, developed in partnership with London-based creative agency Poke. Dubbed #Pinch_Me, images from its Spring/Summer 2015 collection are posted on the photo-sharing platform with embedded secret messages.

Each image features clothes and accessories captioned with instructions for users to screenshot the photo and apply various Instagram filters. Certain filters expose hidden messages, which can be further sharpened with editing or by refiltering the photograph a second time. Followers who complete a set of tasks by revealing messages and ‘re-gramming’ them (reposting them on their own Instagram feeds) can win a host of prizes, including a holiday to Portmierion in Wales, where the S/S 15 campaign was shot. 

Campaigns designed specifically for Instagram, like Ted Baker’s, are primed to speak to millennial customers, who make up 90% of the app’s 200 million worldwide user base. Tailor-made marketing strategies will prove even more effective engagement tools in the future, as the ability to shop directly from social platforms evolves. For more on this, see our blog posts Paytagz to Monetise Instagram and Asap54 Boosts Instagram Retail

The #Pinch_Me campaign is the second inventive Instagram experience delivered by Ted Baker and Poke – the first appearing in the run-up to Christmas. The #TedsElfie campaign asked the brand's Instagram fans to find Santa’s missing elves by taking part in a 'choose your own adventure’-style game, and to check social media pages for hints about where to look.

For more on how retailers are harnessing the power of Instagram (or aping it to great effect), see our report Instagram for Retail Brands and Spring Mobile App: Swipe to Buy. To read about how Ted Baker and a host of other brands capitalised on digital strategies to scoop up Christmas spending, see Digital Christmas, 2014. See also Luxury Online for Millennials and The Social Sell.