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The Burberry Experience
Burberry aims to be the first fully digital brand by creating an immersive "Experience" across all digital platforms and devices. They strive for total consistency in brand messaging. Over 60% of Burberry's marketing budget is spent on digital initiatives. Burberry uses each digital channel appropriately to engage consumers and express the brand. They create always-on, relevant content through collaboration, experimentation and a consistent creative approach. Burberry's digital success demonstrates how to build a cohesive multi-platform strategy that immerses consumers in a luxury lifestyle experience.
The Burberry Experience
- 1. The Burberry Experience Clickto edit Master subtitle style
- 2. Background 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 Click to edit Master subtitle style 2. Understand the key principles that Burberry follow 3. Understand how you can apply this thinking to your brand
- 3. Start with Why? Aligningyour digital story Why? - you are going correctly, will give to go digital purpose to your digital marketing. How? - you are Allowing going to do it Consumers to understand the What? experience they - you are doing will have by being connected to your brand.
- 4. “Most fashion brandsstill approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy” - Scott Galloway, founder of L2
- 5. In Burberry’s aimwas 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”, 2005 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.
- 6. 60 Click to editMaster subtitle style % Of Burberry marketing spend is on Digital
- 7. The Digital PathTo Success • Experience - Look beyond the product to create content •Renewal and Relevance •Collaboration •Design •Commerce •Usability
- 8. Luxury More ThanA Product "We live by what we believe not but what we see." - Angela Ahrendts, CEO of Burberry 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
- 9. Facebook “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 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
- 10. Facebook: brand pageupdate Cover photo embodying the brand and what it does Posting content as if it were a paper. Making use of the new brand pages updates, Highlight, Starred stories
- 11.
- 12. Beauty in Burberry Thebeauty 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.
- 13. Twitter From London fashion week 2012 Burberry tweeted animated Gif’s which Burberry teamed up with Twitter back in grabbed the attention of September to launch the first Tweetwalk many online media which drove fans and interaction with the websites. brands tweets
- 14. The Digital PathTo Success •Experience • Renewal and Relevance – Create consistent content relevant to the brand •Collaboration •Design •Commerce •Usability
- 15. Renewal and Relevance 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. “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 Burberry Instagram – using photography uploaded on a day that it rained. Connecting with people who are in London experiencing the same weather.
- 16. Google+ Pages 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)
- 17. The Digital PathTo Success •Experience •Renewal and Relevance • Collaboration – Find people to work alongside to create conversation in the brands tone of voice •Design •Commerce •Usability
- 18. The Art OfCollaboration •Like minded curators •With Large/Highly interactive audiences •Some leverage to be creative
- 19. The Digital PathTo Success •Experience •Renewal and Relevance •Collaboration • Design – The design should reflect the brand and the channel you are using •Commerce •Usability
- 20. Design Fashionable yet functional clothing. 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. Burberry digital content wouldn’t be as strong with out the strong consistent creative treatment.
- 21. The Digital PathTo Success •Experience •Renewal and Relevance •Collaboration •Design • Commerce – Digital has the option of allowing for personalization •Usability
- 22. E-commerce IPads were installedin 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 Personalised customer service up 50% in 2010 There are two great functions on Burberrys home store; a click to call, or chat. This action Cutback creates a personal assistant as if you on 75% of was in store. products on offer
- 23. The Digital PathTo Success •Experience •Renewal and Relevance •Collaboration •Design •Service • Usability - Intuitive design to allow for greater enjoyability and to complete brand goals
- 24. Simple, Fun AndEasy To Use 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. 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. The new Burberry YouTube channel has a single call to action to visit the store and checkout the Body perfume range.
- 25. Multi-platform digital experience •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 Burberry is the 8th most followed instagram profile, just below MTV (4) and Starbucks (5). Above brands Redbull (27) and YouTube (61)
- 26. Experimented Content Content methods should be experimented with. Try it, Here Burberry is experimenting with Spotify channel via Facebook . Test it, Tweak it!
- 27. Content Calendar X45 Tweets Google+ x3 videos and 7 photos of products of festive x10 original photos on campaign and Instagram cosmetics YouTube - x6 videos a month: beauty how to, 2 acoustic, 2 current campaign videos x15 Facebook - wall posts
- 28. Pinterest 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 . The London board being the most followed 24/01/12
- 29. Simon Sinek Why should they interact with your digital experience?
- 30. How you canapply Burberry’s principles to your brand Suggested steps: Develop always-on engagement plans emanating from the brand IBC Encourage design simplicity for intuitive user interaction Click to edit Master subtitle style Create relevant content in the form of Collaboration and Experimentation – with a consistent feel and look Make the target audience feel important
- 31. “A brand isnot just about product, it’s about experience as well, and experiences need to come from the center of a community,” - Christopher Bailey 24/01/12
Editor's Notes
- #14 Burberry’s tweets use mainly mentions and URL to models wearing Burberry. What I’ve noticed is that the channel does not communicate directly . Nor does the channel make use of hash tags in their tweets. This would allow a broader audience seeing the message and finding the channel. Doing so would mean a greater reach than just the followers. Twitter is a fantastic communication tool and is used for the most current updates. It is also great to communicate with others
- #19 Mike Kus who has 100k followers on Instagram collaborated with Burberry to photograph the behind scenes catwalk. A great move for Burberry to engage new fans on this platform. The internet, a brands digital experience should involve collaboration to make the brand more human.
- #23 A similar strategy has been applied at House of Fraser where free wi-fi has been installed allowing consumers to access the internet to check out product information with specialist staff at hand to help.
- #26 How the Burberry digital experience really came into play was tweeting about their tweetwalk and showing exclusively on their website this integration of sending users around your network by giving them a reason, valued content.
- #27 online experience Burberry has developed on its own behalf doesn’t detract from or diminish the role of traditional media, but provides another channel for consumers to experience the brand.
- #30 What makes it unique? Would you join the digital experience? What drives users through your channels? What makes them unique? What value is the information? Why should the consumer share it with their friends? How do they share it? Why do they interact? Why should they choose liking your brand over another?