The Burberry Experience
Transcript of The Burberry Experience
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The Burberry Experience
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Compare and improve our strategy
Look at how beauty is used
What you can expect to learn
1. Learn about the world class digital activity Burberry
2. Understand the key principles that Burberry follow
3. Understand how you can apply this thinking to your brand
Background
Why?
How?
What?
Aligning your digital story correctly, will give purpose to your digital marketing.
Allowing Consumers to understand the experience they will have by being connected to your brand.
- you are going to go digital
- you are going to do it
- you are doing
Start with Why?
“Most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy”
- Scott Galloway, founder of L2
In 2005
Burberry’s aim was to be the first fully digital brand that could connect with anyone that touches their brand.The dream could only succeed if they created an “Experience”, total access from anywhere in the world, on any device. Burberry wish you to live the experience, to get the same feel of the brand to be consistent through every channel.
Click to edit Master subtitle style %Of Burberry marketing spend is on Digital
60
• Experience - Look beyond the product to create content•Renewal and Relevance•Collaboration•Design•Commerce•Usability
The Digital Path To Success
Burberry has made the brand more than the products that they provide, but a lifestyle choice.
Burberry have created a digital experience. Not marketing the same content on different channels. But using the channels to coincide with each other. Expressing their brand through the channels using the right
"We live by what we believe not but what we see." - Angela Ahrendts, CEO of Burberry
Luxury More Than A Product
Many Acoustic videos hosted by Burberrys Youtube channel . Which can be shared promoting the brand
The videos are also shared as they go live on this channel allowing people to watch in their News stream. Encouraging interaction by making it easier for users to ‘Like’ or ‘Comment’
Facebook main objective is to build brand advocacy. There are videos and images as well as having a up and coming bands acoustic page to help build brand conversation
“To any CEO who’s skeptical at all: You have to. You have to create a social enterprise today. You have to be totally connected to everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years.” – Angela Ahrendts, CEO of Burberry
Facebook: brand page update
Posting content as if it were a paper. Making use of the new brand pages updates, Highlight, Starred stories
Cover photo embodying the brand and what it does
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The beauty how to videos start by showing the end look in a commercial style. Exploiting every other shot between the beauty artist info, making the video really sell the products.
Beauty in Burberry
Burberry teamed up with Twitter back in September to launch the first Tweetwalk which drove fans and interaction with the brands tweets
From London fashion week 2012 Burberry tweeted animated Gif’s which grabbed the attention of many online media websites.
•Experience• Renewal and Relevance – Create consistent content relevant to the brand•Collaboration•Design•Commerce•Usability
The Digital Path To Success
Renewal – New content to be created at a consistent frequency and standard. How often will you distribute and will it be daily, weekly, monthly.
Relevance – The content has to be relevant to the brand/product this does not mean the content has to be from the category that the product is in.
Burberry Instagram – using photography uploaded on a day that it rained. Connecting with people who are in London experiencing the same weather.
“32% of consumers time is spent online, including on their mobiles, yet global digital budgets are only about 17% of overall spend this year.” – Martin Sorrell, CEO WPP
Renewal and Relevance
Burberry already has a fantastic Google+ page with animated Gif header, just a day after Pages launches
Christopher Bailey the face of Burberry shares a video introduction the new channel, which he talks about hosting a Hangout (a live webcam chat)
Google+ Pages
•Experience•Renewal and Relevance• Collaboration – Find people to work alongside to create conversation in the brands tone of voice•Design•Commerce•Usability
The Digital Path To Success
•Like minded curators
•With Large/Highly interactive audiences
•Some leverage to be creative
The Art Of Collaboration
•Experience•Renewal and Relevance•Collaboration• Design – The design should reflect the brand and the channel you are using•Commerce•Usability
The Digital Path To Success
Burberry digital content wouldn’t be as strong with out the strong consistent creative treatment.
The photography brings together the luxurious feel with the rocky edge. Using the dim lit, slightly contrasted imagery. That we have seen through the deck. This could be another reason why the digital visual content that Burberry create has done so well on the Instagram channel.
Fashionable yet functional clothing.
Design
•Experience•Renewal and Relevance•Collaboration•Design• Commerce – Digital has the option of allowing for personalization•Usability
The Digital Path To Success
There are two great functions on Burberrys home store; a click to call, or chat. This action creates a personal assistant as if you was in store.
Cutback on 75% of products on offer
Personalised customer service
IPads were installed in selected stores to enhance the customer experience by being able to access the Burberry world website, allowing the consumer to find out product information to push them further down the purchase funnel.
Consumers are looking beyond the label for information online when researching a product before purchasing. In fact, by some accounts, about half of all retail sales today are online or web-influenced.
Digital sales up 50% in 2010
E-commerce
•Experience•Renewal and Relevance•Collaboration•Design•Service• Usability - Intuitive design to allow for greater enjoyability and to complete brand goals
The Digital Path To Success
The least amount of actions to complete a task.
If the experience is Fun then it should be shared! Allow users to easily share content with friends.
The new Burberry YouTube channel has a single call to action to visit the store and checkout the Body perfume range.
Here the video can easily be navigated to the next music video on the Burberry website, allowing the user to participate in the experience for longer.
Simple, Fun And Easy To Use
Multi-platform digital experience
Burberry is the 8th most followed instagram profile, just below MTV (4) and Starbucks (5). Above brands Redbull (27) and YouTube (61)
•Use the channels for what they were made for, this will enhance your message and follower interaction
•Consistent brand creative across the platforms, to maintain look and feel apart of the experience
•Find new channels and use them creatively for early dominance
Here Burberry is experimenting with Spotify channel via Facebook .
Experimented ContentContent methods should be experimented with.
Try it, Test it, Tweak it!
Content Calendar
X45Tweets
x10 original photos on Instagram
YouTube - x6 videos a month: beauty how to, 2 acoustic, 2 current campaign videos
x15 Facebook - wall posts
Google+ x3 videos and 7 photos of products of festive campaign and cosmetics
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The London board being the most followed
Burberry are very quick to adapt to new platforms and own its space.
Their approach to this platform mixes their twitter channel with instagram. Being more universal on this visual platform .
Why should they interact with your digital experience?
Simon Sinek
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Suggested steps:
Develop always-on engagement plans emanating from the brand IBC
Encourage design simplicity for intuitive user interaction
Create relevant content in the form of Collaboration and Experimentation – with a consistent feel and look
Make the target audience feel important
How you can apply Burberry’s principles to your brand
“A brand is not just about product, it’s about experience as
well, and experiences need to come from the center of a
community,”
24/01/12
- Christopher Bailey