Burberry is a British luxury brand founded in 1865 known for women's, men's and children's wear, accessories, fragrances and cosmetics. Under CEO Angela Ahrendts and Creative Director Christopher Bailey from 2006-2014, Burberry transformed into a digital luxury brand through innovative campaigns like "Art of the Trench" and "Burberry Kisses". The 2014 "Burberry Kisses" campaign allowed users to send digital lipstick kisses to loved ones through interactive postcards, gaining extensive social media engagement and establishing Burberry's presence among younger consumers.

1. Created By- Mohmed Aamir Khan
Created for- Bhupesh Shah
Course- MKM915MMS
ID- 128669181
https://www.vogue.co.uk/gallery/burberry-beauty-lip-velvet-cara-delevingne-behind-the-scenes

2. https://www.harpersbazaar.com/uk/fashion/fashion-news/amp27462067/gigi-hadid-burberry-campaign-monogram/
Founded in 1865 by Thomas Burberry,
Burberry is recognized as a reputable
and authentic high-street brand. The
British heritage of the brand
illuminates lavishness across genders
and generations. Burberry is a global
luxury brand which manufactures
women's wear, men's wear, children's
wear, accessories, fragrance and
cosmetics.
https://www.academia.edu/36241954/Burberry_Case_Study, https://www.darveys.com/designers/burberry.html

3. Burberry focuses on restyling their
brand ensuring clarity and consistency
of luxury marketing. From being a
brand that focuses on daily lifestyle
clothing, Burberry has come a long
way to providing luxurious, effortless
and fashionable style pieces.
https://www.harpersbazaar.com/uk/fashion/fashion-news/amp27462067/gigi-hadid-burberry-campaign-monogram/ https://www.burberryplc.com/content/dam/burberry/corporate/Investors/Results_Reports/2017/AnnualReport/Burberry_AR_2016-17.pdf

4. In 2006, Angela Ahrendts, former CEO of
Burberry with the Chief Creative Officer
Christopher Bailey declared their vision of a
digital luxury brand. There was an integration
of traditional and digital platforms to intensify
the brand experience across all consumer
touchpoints and create a personalized
customer experience. "Art of the Trench", a
campaign launched in the year 2009 to catch
the attention of the millennials was about the
user-generated content of people wearing
Burberry's signature coats and encouraged
them to post their pictures online. It was
reported in 2015 that the paged gained 25
million page-views since its launch.
https://www.fashiongonerogue.com/burberry-her-fragrance-campaign/ https://digiday.com/marketing/burberry-became-top-digital-luxury-brand/

5. After the successful establishment of Burberry
as a brand in all segments Burberry
announced its fifth product division of Beauty
in year 2010. The idea giving the clothing and
accessory brand a new dimension was by
launching a beauty product line to make
luxury beauty with stunning packaging and
appealing that is available to the consumers
who could afford a lipstick but not a dress.
Burberry integrated Beauty and fashion across
product, events and marketing.
https://bestdayblogger.com/2017/01/18/new-burberry-liquid-lip-velvet-info/#like-29982 https://www.bbc.com/news/entertainment-arts-41818169

6. Playing on the theme of love and affection Burberry partnered
with Google to create "Burberry Kisses"-a lipstick brand, campaign
in 2014 to connect the 157 year-old iconic brand with a younger
audience. This campaign was seen as an opportunity to
experiment in the digital space. Being an interactive e-mail
experience campaign it enabled Google chrome and mobile users
to "seal their message with a kiss" with their dear ones anywhere
in the world.
This campaign let the users write a personalized message to their
loved one and seal the digital postcard with a kiss. The device
allows the consumers to take a digital print of their lips' impression
using facial recognition technology and detect the outline of their
lips. It also gives an option to the consumer pick up their favourite
lip shade to be sealed on the postcard. Once the postcard is sent,
the sender, with the help of Google Street View can track their
postcard. To further create this into a life-experience Google
served a 3D landscape across screens where the consumer can
view the local landmarks and their postcards reflected in them.
Once the letter is sent, the sender is invited by Burberry to sign up
for updates and share the kiss across social media platforms. The
engagement continues with the recipient to reply to the postcard
with another 'kiss'.
http://blog.moonberry.com/burberry-kisses/ https://digcomfashion.wordpress.com/2016/12/02/burberry-kisses-campaign/

7. http://cargocollective.com/bporrio/Burberry-Kisses

8. The idea of this campaign was to humanize on
emotions with a touch of tech and spread awareness.
Falling in the social media and C2C marketing model,
'Burberry Kisses' allowed the brand to engage with
new consumers. With the usage of WebGL, HTML5
and CSS3 and the ideology of "build once, run
everywhere" was the key approach letting the
campaign be accessed on all screens. Within the first
10 days of going live, 13,000 cities sent kisses and
the kisses travelled over 109 million miles during the
first week. The scale of the campaign was such that
over 253,000+ searches were noted solely of
'burberry kisses'. (Burberry, 2014)
Social media further enhanced the awareness by
creating the hashtag #burberrykisses. Facebook had
over 14,400 engagements and over 60,237,987
media impressions were witnessed with 1,100+
photo entries.
https://pin.it/d3vdfvcrj33sfd
https://digcomfashion.wordpress.com/2016/12/02/burberry-kisses-
campaign/, http://www.digitaltrainingacademy.com/casestudies/2013/09/case_study_burberry_teams_with_google_to_offer_social
_media_kisses.php

9. Kiss is something very personal and Burberry by
using age-specific tools of marketing promoted its
lipstick brand. In this particular scenario, the
campaign was engaging because it not only dwelled
on technology but mainly thrived on emotions.
Burberry gave its brand an emotional value that
appeals to everyone. This campaign changed the
concept of how one views e-mail marketing and
especially the content being served in a much non-
traditional format. By allowing the recipient to reply,
this campaign became furthermore engaging within
the consumer group.
https://pin.it/d3vdfvcrj33sfd

10. Niven-Phillips, Lisa. “Burberry’s New Beauty Icon.” British Vogue, https://www.vogue.co.uk/gallery/burberry-beauty-lip-velvet-cara-
delevingne-behind-the-scenes. Accessed 12 June 2019.
•Klerk, Amy de. Gigi Hadid Stars as Four Different Characters in Her Very First Burberry Campaign.
https://www.harpersbazaar.com/uk/fashion/fashion-news/a27462067/gigi-hadid-burberry-campaign-monogram/. Accessed 12 June
2019.
•“Cara Delevingne Celebrates London in Burberry ‘Her’ Fragrance Ad.” Fashion Gone Rogue, 4 Oct.
2018, https://www.fashiongonerogue.com/burberry-her-fragrance-campaign/.
•Milnes, Hilary. “How Burberry Became the Top Digital Luxury Brand.” Digiday, 2 Dec. 2015, https://digiday.com/marketing/burberry-
became-top-digital-luxury-brand/.
•“NEW! Burberry Liquid Lip Velvet INFO.” Bestdayblogger, 18 Jan. 2017, https://bestdayblogger.com/2017/01/18/new-burberry-
liquid-lip-velvet-info/.
•Rackham, Annabel. How Bailey Put Burberry Back in Fashion. 24 Nov.
2017. www.bbc.com, https://www.bbc.com/news/entertainment-arts-41818169.
•“Burberry Kisses – So Romantic and Geeky, I Love It!” The MoonberryBlog, 6 July 2013, http://blog.moonberry.com/burberry-kisses/.
•“Burberry Kisses Campaign.” Digital Communications in Fashion, 2 Dec. 2016,
https://digcomfashion.wordpress.com/2016/12/02/burberry-kisses-campaign/.
•Burberry Kisses - Bruno Porrio– Lead Creative & Art Director. http://cargocollective.com/bporrio/Burberry-Kisses. Accessed 12 June
2019.
•“Burberry Beauty Kisses Lipstick.” Pinterest, https://www.pinterest.com/pin/212021095020327107/. Accessed 12 June 2019.
•“Burberry Beauty Kisses Lipstick.” Pinterest, https://www.pinterest.com/pin/212021095020327107/. Accessed 12 June 2019.