The Challenge
TEDi’s matcha glasses had previously sparked a massive TikTok hype entirely on their own. The stylish, designer-look glasses were sold out everywhere, leaving many users disappointed. A few months later, TEDi released a new edition and seized the opportunity to retell the story of the previous hype through a creative campaign.
The Execution
Under the theme "The Matcha Crime," a crime series was developed, drawing inspiration from well-known formats and adapting them for TEDi:
- a Netflix-style documentary teaser
- two SPIEGEL TV-style reports ("TEDi TV")
- a true-crime podcast episode featuring influencers
- a resolution video that tied all the narrative threads together
Embedded Easter eggs and ongoing storylines kept the community hooked. The algorithmic advantage of serial formats—increased reach through recurring interaction—further amplified the impact.
Outcomes
The five-part series reached over 1.16 million views and 18,000 interactions—entirely organically. With an average engagement rate of 4.12%, the campaign significantly outperformed benchmarks and gained 471 new followers. The SPIEGEL TV adaptation performed particularly well, garnering nearly 200,000 organic views and enthusiastic community feedback. This case demonstrates how creative storytelling can turn product communication into genuine entertainment.
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