The Burberry Experience

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The Burberry Experience


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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

Facebook

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

24/01/12

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

Twitter

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


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


•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


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


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 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

Pinterest

24/01/12

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


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

Lifestyle

The Burberry Experience