Burberry boosts digital approach with interactive campaign

Burberry: ad campaign stars actress Gabriella Wilde and musician Roo Paines
Burberry: ad campaign stars actress Gabriella Wilde and musician Roo Paines

Burberry is to embrace '"fast fashion" by allowing consumers to buy items from its next collection online and in-store ahead of traditional drop dates.

For the first time, consumers will be able to purchase its autumn-winter collection directly through a campaign gallery and short films on Burberry.com.

The campaign will also run across digital platforms including Facebook, Twitter, Google+, Instagram and Pinterest.

The news follows the launch of the brand's 'Runway to Reality' strategy, which allows VIP consumers to buy items from its runway collections immediately, via an iPad app.

The campaign, which will go live across all platforms on 1 June, will also focus on Burberry's British heritage, in an effort to capitalise on the Queen’s Diamond Jubilee celebrations and the build-up to the London 2012 Olympics.

Shot in Greenwich, London, at the site of the Games’ equestrian competition, Burberry claims it is the brand’s biggest ad production yet.

The ads will star British actress Gabriella Wilde and British musician Roo Paines, who has written an exclusive track 'Indigo Home' for the campaign.

Christopher Bailey, chief creative officer at Burberry, said that the campaign "celebrates our brand and London through imagery, film, music, weather and our iconic outerwear in a very British way".

Burberry ad campaign stars actress Gabriella Wilde and musician Roo Paines

In depth: Burberry’s digital ‘Runway to Reality’ strategy

In danger of being consigned to history a decade ago, Burberry has undergone a creative and digital revolution under the direction of chief creative officer Christopher Bailey, who joined the company in 2001.

He believes the company is now "as much a media-content company as a design company". Recent digital innovations have included:
 

  • Art of the Trench, the photo-sharing website, which enabled consumers as well as fashion photographers to document how they wear the iconic Burberry trench coat, has become a go-to case study for marketers looking to co-creation to drive brand awareness and engagement through user generated content.
  • The brand live streamed its London Fashion Week catwalk to its 25 global flagship stores this year, allowing consumers to place immediate orders from the collection with a seven-week delivery. Shoppers were invited to place their orders via custom-built Burberry apps.
  • Burberry continued its digital democratisation of fashion with its Tweetwalk, partnering with Twitter to post backstage Twitpics of every look before they were sent down the runway, meaning the brand’s Twitter followers saw its runway looks in advance of fashonistas in the front row. During the Tweetwalk the brand’s Instagram account was taken over by Mike Kus, the most-followed Instagram user in the UK.
  • The brand was also cited in Facebook’s recent IPO documentation for its fragrance launch campaign which reached 10 million Facebook fans. When users Liked or commented on the Burberry Page or perfume story, the users’ actions were shared with their friends via News Feed, driving awareness to a wider circle of users.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug