Burberry Case Study

 

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BURBERRY KISSES CAMPAIGN

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.

In the “Kisses digital campaign, Burberry strives to expand their cosmetic sales line to market the 18-34 age group. Burberry is a mature brand looking to engage the modern consumer. The marketing team believes that a strategy to grow this perception is to deploy an interactive digital ad campaign. Burberry empowers Google, and Grow for their innovative prowess using HTML5 technology that supports the concept of “one idea, any screen” (Croput, 2013). Together they develop a creative way to seal a card with a virtual kiss via a smart phone, computer or tablet. The theme of sharing love is simple and unique to each person. The technology permits users to send a digital note with the seal of a virtual kiss from their own lips (Glaser, 2014). The marketing goals are to empower the consumer in a personal, unique and special way. Burberry qualifies their brand by its relevance for a greater purpose with a story that is participatory (Solis, 2011).

From a consumer viewpoint, the theme of sharing love is highly appealing. The creation of an advanced technology allows the consumer to spend just 3 minutes puckering up their love to someone. They click the link and get their lip imprint on their phone or tablet device. To associate the product and the campaign the consumer will choose a shade of lipstick to color the kiss (Weissman, 2013). The consumer feels that they can experience the most satisfying emotion of love through the convenience of their technology. The envelope then travels through imagery of popular landmarks and then is received to the person in real-time (Kapko, 2013). Burberry is committed to a brand that personalizes the product with the consumer. Burberry knows how to build a strong brand loyalty by getting up close and personal to their customer audience.

The financial impact of the campaign allows the targeted audience a great way to purchase Burberry products that is highly satisfying. Through the technological process called Art, Copy and Code a unique web experience is authentic utilizing 3D and realistic photography (Glaser, 2014). Marketing analytics indicate an increase in google+ views and other social platforms show higher communication. The campaign gains a competitive advantage as the level of brand exposure accelerates forward. As a result of the “kiss campaign”, Burberry shows 253,000 search results through google.com (Glaser, 2014).

How did the “kisses” digital campaign impact sales? One of Burberry’s key performance indicators (KPI) is total revenue growth measuring the appeal of their brand. The growth rate is boosted in both 2013 and 2014 with an increase in sales of +8% and +17% respectively (Burberry, 2014). Burberry has a competitive voice in the luxury market tripling sales in five years (Davis, 2014). The consumer follow through reactions are highly favorable as they receive great satisfaction with their purchase. Burberry virtual campaigns are continuing to be ground swelling. They succeed everyday at energizing their audience. The company has now established themselves as a major online luxury company. Their number of followers on Facebook is huge counting at 17 million fans (Burberry, 2014). In addition, Burberry’s Twitter followers have also grown to 4.38 million strong (Twitter, 2015).

Marketers can learn from the success of Burberry’s “kiss campaign”. From the business viewpoint, the luxury brand builds a strong persona to their company. A loyal customer is now satisfied. The concept of love from technology reaps great rewards to their brand identity. The campaign cultivates a foundation emerging into other strategies for growth. The marketing initiative caters well to their target audience and then develops out to other customers on the receiving end. To reinforce the campaign further, Burberry presents in their flagship stores in Europe and the United States, images of the virtual cards that were sent worldwide. The sentiment is very positive bringing more traffic to physical and virtual channels. Burberry has transformed its brand from a more decentralized brand to a beloved and valuable luxury line (Davis, 2014). The attitude toward their brand is highly regarded for both the company and its customers. The “kisses” campaign still thrives today as you can go to the company website and share your kiss when shopping online.

Burberry has gained great accolades in the apparel industry. The apparel and cosmetics industry is fiercely competitive and adopting a digital approach to marketing makes their brand have a strong competitive advantage. Their continued success will rely on leveraging their product line in innovative media applications. Burberry is the epitome of brand superiority. By investing in new and innovative digital assets they remain dominant in the retail industry.

References:

Burberry Annual Review. (2014). Retrieved from http://www.burberryplc.com/documents/ar-13-         14/burberry-annual-review-2013-14.pdf

Burberry Twitter. (2015, August 9). Retrieved from https://twitter.com/burberry

Crofut, P. (2013, October 21). Build creative campaigns across screens.Retrieved from http://blogs.imediaconnection.com/blog/2013/10/21/build-creative-campaigns-across-screens/

Davis, S. (2014, March 27). Burberry’s blurred lines: the integrate customer experience. Retrieved from http://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-customer-experience/

Digital Buzz Blog. [Burberry ‘Kisses’ Video] Image Credit. Retrieved from http://www.digitalbuzzblog.com/burberry-kisses-campaign-case-study/ , http://www.artcopycode.com/campaign/burberry

Glaser, M. (2014, January). Kisses and smiles: how “art, copy & code” ad campaign came to life. Retrieved http://www.google.com.au/think/articles/kisses-and-smiles-burberry-and-volkswagen-ad-campaigns.html

Image Credit (2015, Dec 3). Retrieved from http://www.geomarketing.com/campaign/burberry-kisses

Kapko, M. (2014, June 17).  Burberry delivers letters sealed with a personal kiss. Retrieved from http://www.clickz.com/clickz/news/2275175/burberry-delivers-letters-sealed-with-a-personal-kiss

Solis, B. (2011). Engage, the complete guide for brands and businesses to build, cultivate, and measure success in the new web. Hoboken, NJ: John Wiley & Sons, Inc.

Smith, K.T. (2011). Digital marketing strategies that millennials find appealing motivating, or just annoying. Journal of Strategic Marketing, 19)6), 489. Retrieved from http://www.researchgate.net/publication/228150458_Digital_Marketing_Strategies_that_Millennials_Find_Appealing_Motivating_or_Just_Annoying

Weissman, S. (2013, June 12). Google and Burberry let you send signal digital kisses. Retrieved from http://digiday.com/brands/google-and-burberry-let-you-send-digital-kisses/

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