1. The Burberry Experience
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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
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2. Understand the key principles that
Burberry follow
3. Understand how you can apply this
thinking to your brand

3. Start with Why?
Aligning your
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 brands still 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 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”,
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
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Of Burberry marketing spend is on Digital

7. The Digital Path To Success
• Experience - Look beyond the product to create content
•Renewal and Relevance
•Collaboration
•Design
•Commerce
•Usability

8. Luxury More Than A 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 page update
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. 24/01/12

12. Beauty in Burberry
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.

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 Path To 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 Path To 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 Of Collaboration
•Like minded curators
•With Large/Highly
interactive audiences
•Some leverage to be
creative

19. The Digital Path To 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 Path To Success
•Experience
•Renewal and Relevance
•Collaboration
•Design
• Commerce – Digital has the option of allowing for personalization
•Usability

22. E-commerce
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
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 Path To Success
•Experience
•Renewal and Relevance
•Collaboration
•Design
•Service
• Usability - Intuitive design to allow for greater enjoyability and to complete brand goals

24. Simple, Fun And Easy 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 can apply 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
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 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 is not 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