Burberry Case Study




The British company, Burberry, is rich in heritage with a strong brand trust for luxury apparel, cosmetics and accessories. The iconic company is on a mission to reinvent their marketing strategies fully engaging in vibrant digital media campaigns. The goal and objective of their marketing teams is to embrace a younger demographic group called the millennials. Consumers in this age demographic respond to personalized messages that make them feel special (Smith, 2011). The marketing team endorses a holistic approach designing digital campaigns with a progressive appeal for brand awareness. Burberry’s Chairman, Sir John Peace, understands the way to leverage business is by integrating physical and digital platforms through emotive storytelling (Burberry, 2014). This clever strategy is implemented through an emotional marketing campaign called “Kisses”. The digital campaign utilizes three foundations: computer technology, storytelling and personalization. Continue reading