How Ted Baker drove over 3M Instagram impressions

How did Ted Baker drive over 3M Instagram impressions? By treating influence as infrastructure, not a one-off campaign.

Ted Baker partnered with Vamp to launch its Spring/Summer collection through a creator-led programme, 29 fashion and lifestyle creators, a two-phase boosting strategy, and content engineered to move from awareness to website clicks. The result: 3.02M+ Instagram impressions, 1.2M+ reach, and a cost per click 2.2x cheaper than platform benchmark.

Here’s how we built it.

The takeaways:

• A structured creator programme, not a scatter of one-off posts, generated 3.02M+ impressions and 236.4K+ engagements for Ted Baker’s Spring/Summer collection.
• A deliberate two-phase boosting strategy separated the jobs: phase one drove mass awareness, phase two drove 5,024 website clicks at £0.58 CPC.
• An 18.5% average boosting engagement rate landed 36.3x higher than the fashion industry benchmark.
• The right creators don’t just post. They over-deliver. The squad produced 136 pieces of content, 78 of them bonus.

The challenge: turn a seasonal launch into measurable growth

Fashion moves on creators. They read the season before it lands, and their audiences buy on their recommendation, 55% of fashion shoppers have made a purchase after seeing a creator’s post on Instagram.

Ted Baker wanted that effect working for its new Spring/Summer collection. The brief was clear: create conversation, build awareness of the new pieces, drive traffic to the site, and convert through organic creator content, shown on a diverse range of bodies, in scenarios real customers relate to.

The harder question sat underneath it. A single seasonal push generates a spike. Ted Baker needed a system that turned that spike into reach, engagement and clicks that could be measured and repeated.

The shift: from campaign to creator system

We don’t run influencer campaigns. We design creator programmes engineered to perform end to end, from the content the audience sees to the distribution behind it.

For Ted Baker, that meant treating the launch as one connected system: a curated creator squad producing the organic content, and a structured boosting layer carrying that content beyond each creator’s immediate following. Awareness and traffic weren’t left to chance. They were built into the design.

What we did: 29 creators, two phases, one engineered programme

Vamp engaged 29 lifestyle and fashion creators to produce Instagram content that heroed the new collection.

Phase 1: build the content engine. The creators shot energetic in-feed posts and Reels in rural locations, capturing the optimism of a UK summer while showcasing the detail of the new pieces. Stories ran on the same theme, each carrying a Story link straight to the product the creator featured, closing the gap between attention and purchase.

Phase 2: engineer the distribution. We then ran a two-phase boosting strategy to push the organic creator content past its native audience. The first phase drove mass awareness. The second drove website traffic. Two jobs, two budgets, two sets of metrics, so every pound was accountable to a specific outcome.

The outcome: benchmark-beating reach, engagement and efficiency

The programme delivered across the full funnel:

• 1.2M+ overall reach
• 3.02M+ overall impressions
• 236.4K+ overall post engagements
• 5,024 overall website clicks
• 18.5% average boosting engagement rate, 36.3x higher than industry benchmark
• £0.58 cost per click (boosting phase 2), 2.2x cheaper than platform benchmark

Beyond the numbers, the squad produced 136 pieces of content for Ted Baker, including 78 pieces of bonus content. That bonus content extended the reach and engagement of the programme at no extra cost, and signalled something the metrics alone can’t: creators who genuinely back the brand. Authenticity you can’t buy with a brief, you earn by choosing the right ecosystem of creators.

What’s next: how to build seasonal fashion programmes that compound

A single great season is a result. A system that compounds across seasons is the goal. Three principles separate the two.

Think always-on, not one-off. A single summer push fades the moment the boosting stops. Engaging creators consistently across the calendar, anchored to seasons and cultural moments, keeps the brand front of mind and builds recognition that accrues over time. Influence compounds when it’s systemised.

Build ongoing creator partnerships. The value of re-engaging creators is authenticity. When a creator promotes a brand across seasons and product lines, their audience reads it as genuine affinity, and trust follows. To choose repeat partners, watch who performed best on the last programme, and who went beyond the brief to create bonus content. That’s a real advocate.

Diversify the creator pool. Repeat collaborators should be a small share of the squad. The rest should reflect the full breadth of your customer base, different body types, different audiences, while staying true to the brand aesthetic. Customers want to see the pieces on people like them. The creator mix is a strategic decision, and one we engineer for every brand we work with.

FAQs

How many creators did Ted Baker work with?

Vamp engaged 29 lifestyle and fashion creators to produce organic Instagram content for the Spring/Summer collection, who collectively created 136 pieces of content, including 78 bonus pieces beyond the brief.

What made the boosting strategy effective?

It was built as two distinct phases with separate objectives: phase one drove mass awareness, phase two drove website traffic. Splitting the jobs kept every pound accountable, delivering 5,024 website clicks at £0.58 CPC, 2.2x cheaper than platform benchmark, and an 18.5% engagement rate, 36.3x higher than the fashion industry benchmark.

How do you make a seasonal fashion programme last beyond one season?

Treat it as infrastructure, not a one-off launch. Engage creators consistently across the calendar, build ongoing partnerships with your strongest performers, and keep a diverse creator pool that reflects your full customer base.

Turn a seasonal spike into sustained influence

A great launch earns attention. A creator system earns it again, every season, and turns it into measurable growth. That’s the work we do: Vamp is a tech-enabled influencer marketing agency that designs creator-led programmes and builds the distribution behind them, so brands like Ted Baker get influence that performs, not just appears. Talk to us.