by Nhi Hoang, UFSocial Contributor
Burberry, one of fashion’s iconic luxury brands, is 159 years old, but you’d never know that from looking at its social media. While many brands in the retail space are being dragged kicking and screaming into the digital world, Burberry has fully embraced it, often diving in headfirst.
The company’s innovative and creative approach to marketing and social media is best demonstrated on Snapchat. Many companies view Snapchat as the designated platform for Generation Z, but Burberry has turned it into a coveted front row ticket for anyone and everyone who’s interested.
So, what’s Burberry’s recipe to success?
Handing Over the Reigns
It’s a nerve-wracking thing to do, but it often pays off when a social media team allows a third party to take control. For their 2016 campaign, Burberry enlisted the help of celebrated fashion photographer Mario Testino. Testino took over the brand’s Snapchat on October 22, 2015, personally live photographing and videoing models in looks. The result was an unpolished yet mesmerizing campaign that could only happen in the digital age.
The Celeb Factor
Burberry also knows how to leverage their audience’s interest in celebrities. Earlier this year, for the label’s London in Los Angeles party, supermodel Cara Delevingne was the star of Burberry’s behind-the-scenes Snapchat story, seen reading a book in bed in a bathrobe. This type of content turned audience members into fashion insiders, and it’s also the type of content that keeps them coming back.
— • (@onlythemodels) April 12, 2015
Putting Fans First
Burberry not only understands its audience, it knows how to make them feel special. For many luxury brands, new collections are not released until the moment models hit the runway during fashion week. But fashion rules are meant to be broken. So for their Spring/Summer 2016 collection, Burberry showcased runway items on Snapchat an entire day before their London Fashion Week show. The gesture showed that Burberry cares just as much about its fans as it cares about the fashion elite.
Burberry’s biggest secret ingredient is that it isn’t afraid to lead the way. While other marketing and social media teams base their strategies on what competitors are doing or have done, Burberry is always looking ahead. When Twitter released the “Buy” button, Burberry was one of the very first brands to jump on board. And when you’re leading, you’re often the one setting all the trends.
About the Author
Nhi Hoang is the digital engagement manager at Alfred Angelo Bridal and a graduate of the social media master’s program of the University of Florida College of Journalism and Communications.