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Using every trick in the book

Ted Baker’s recent online campaign used a combination of ecommerce ideas to bring live styling to shoppers.

Launched last month, Ted Baker’s online marketing campaign, Take on Ted, tapped into all the latest trends in ecommerce.

The campaign involved seven US bloggers styling Ted Baker product live online. The bloggers tweeted @ted_baker, instructing stylists at its London headquarters how to dress the models. Other Twitter users were also encouraged to tweet Ted Baker with their ideas for the chance to win a prize.

Bloggers were given briefs for the looks they were to create and then each given 15 minutes live online to deliver them. WhereDidUGetThat.com blogger Karen Blanchard, who was born in London and lives in New York, was told to style the outfit to “rock out at a gig at the Roundhouse in Camden”.

Blanchard said: “Ted Baker asked me and I thought it sounded like a cool idea. On the day itself it was actually more exciting than I thought. I am sitting in my room and writing instructions live on what someone should wear and then watching them put that item of clothing on in another country.”

A video was streamed live on the Ted Baker site, making the audience feel part of the experience and building the excitement for the finished look while also encouraging them to add their own suggestions.

Images of the final looks were uploaded to the Ted Baker Facebook page, which has nearly 19,000 fans. However, the reaction from fans was not as big as might be hoped, with the most popular look only receiving 43 ‘likes’ and seven comments.

After the event, Ted Baker continued to allocate a section of its home page to the initiative, inviting users to “catch up” and see what happened. Using different social media channels allowed the company to reach a range of users and giving bloggers a time slot kept users coming back to the site.

The US bloggers gave Ted Baker a trusted source to connect with a new audience, showing that a campaign using online channels can push brand awareness in international markets.

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