The lifestyle brand sashayed into the wedding category with a Pinterest campaign that provided useful and inspiring content to brides and grooms as they planned their special day, boosting awareness, in-store visits and sales.
Establishing a name in wedding wear
Ted Baker earned their reputation as ‘No Ordinary Designer Label’ in part for offering an in-store laundry service back in the late 1980s. What began as a menswear retailer has since become one of the fastest-growing lifestyle brands in the UK, offering a range of collections including womenswear, accessories, fragrance, skincare, footwear, eyewear and watches. Ted Baker operates stores throughout the UK and internationally and also sells through leading department stores.
After launching their Tie the Knot line, Ted Baker wanted to engage with brides and grooms to position themselves as a key bridalwear brand in the UK. To do that, they wanted to create a unique experience across digital channels and in stores. The experience would drive traffic to the Tie the Knot collection on TedBaker.com and encourage people to sign up for in-store wedding wear consultations.
Ted Baker wanted to introduce their collection by making an appearance during the all-important discovery phase of wedding planning. People look to Pinterest when planning life events, so the platform is a natural fit for both brides and grooms-to-be as they collect and share ideas for their big day. Weddings are one of the top search topics for Pinners in the UK.
“Pinterest is the perfect platform to help both new and existing audiences discover your product and insert your brand into an important life moment. Due to the success of this campaign, we are looking to test Pinterest products internationally.”
Inspiring with online and offline content
First, the Ted Baker team mapped out the entire customer journey from discovery to purchase so they could identify the best touch points throughout the entire bridal collection.
People searching for wedding and bridal inspiration on Pinterest would see Promoted Pins and wedding inspired boards from Ted Baker. The bespoke editorial Pin content and boards—Wed with Ted—were created for both brides and grooms to help them on their big day with useful content such as ideas for pairing dresses with shoes and accessories, ways to fold a silk square and skincare regimen suggestions for grooms.
To tell people about the campaign, they included a link to their Pinterest boards in one of their large marketing newsletters. On Pinterest itself, the retailer used keyword and interest targeting to reach the right audience, ensuring people searching for wedding and bridal inspiration would see their content. They also placed a Pin at the end of each Board to encourage people to click through and schedule a complimentary in-store consultation.
The brand extended the campaign to their stores by creating paper versions of their favorite Pins. Each Pin included a Pincode so people could just scan the paper, and head directly to Ted Baker’s content on Pinterest. The in-store component helped further boost awareness about the wedding collection and drove even more traffic to both Pinterest and the Tie the Knot collection on TedBaker.com.
Driving high-value sales
The Wed with Ted campaign generated over 400 in-store wedding consultations, and over 800 visits to the Tie the Knot collection on TedBaker.com. Pinterest’s clickthrough rate and engagement rates were both above the average performance of other digital channels.
Using Pinterest Analytics, the brand identified the campaign’s most popular content and learned where potential customers dropped off in the experience—knowledge they can incorporate into next season’s campaign. The appointment-booking Pin drove the highest number of website visits, proving that the brand reached the right audience on the platform, and Pinners want to continue the connection and learn more offline.
Ted Baker’s long-form ‘Style the Look’ Pins that paired dresses with matching shoes and handbags, and suits with shirts and ties, prompted the most purchases and successfully upsold the collection’s accessories. The highest single order value from a Promoted Pin was £1200 GBP ($1700 USD).