Dear readers, lately Burberry has become one of my favorite brands. What used to be granny’s squared scarfs, have now become a very trendy brand, whose clothes are bought by young people, advertising is starred by the top models and celebrities, and that finds its name in 2014 most popular luxury brands.
Today I would like to highlight their emerging influence within the beauty world and how they are using digital media to create awareness of these products.
Everything started in 2010, when Burberry took the beauty world by storm with their gorgeous make-up, fragrance and skincare products. But in my opinion, 2014 has been the golden year for the brand’s beauty division:
The launch last September of a new fragrance, Mi Burberry, which advertising starred by Kate Moss and Cara Delevingne has been a total success. Using both Ms. Moss and Ms. Delevingne together in a campaign, Burberry had likely created a buzz surrounding the new fragrance. Another aspect that drawn huge attention to the fragrance was the multi-platform advertising aspects of the campaign, where you could monogram the bottle through interactive advertising in social media.
Another goo goal is the digital action in partnership with Google called Burberry Kisses, where users could send loves notes around the world. The label created a microsite for the Burberry Kisses campaign, that lets consumers send and view notes that have been sent.This action had great engagement results, check them out in the video bellow!
And the last beauty action of the brand is the Burberry Eyes, that curates runway beauty look with Suki Waterhouse (another very popular model) in order to create product interest. Burberry pushed the signature eye makeup look, inspired by its Prorsum runway presentation during London Fashion Week. For the communication, the brand tweeted the 35-second campaign video also featured within the email blast sent to newsletter subscribers. Both versions show Suki posing for photos and applying the products herself to show that the look can be achieved easily at home. I think that it’s a good idea for consumer engagement, because seeing the model using the products creates an immediate personification from the consumer with the character, and so builds the certainty that they will be able of reproduce it at home!
All this strategies and more have had a big presence in digital media: From the communication of teasers and launches at the brand’s Facebook and Twitter, the develop of microsites with extra content around the products, the use of different influencers… So my last statement is “hurray for Burberry!”. Now their challenge is keep being top share of voice after this amazing year 🙂