The Situation
TEDi's matcha glasses had already sparked a massive TikTok hype previously—entirely without the brand's involvement. 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 previous hype through a creative campaign.
Implementation
Under the theme "The Matcha Crime," a crime series was developed, modeled after familiar formats and adapted for TEDi:
- a Netflix-style documentary as a teaser
- two SPIEGEL TV-style reports ("TEDi TV")
- a true-crime podcast episode featuring influencers
- a reveal video that tied all the storylines together
Built-in Easter eggs and ongoing storylines kept the community hooked. The algorithmic advantage of serial formats—increased reach through recurring interaction—further amplified the effect.
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, with 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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