Re: Submission - EBUS-B/Group 9

Analysis : Burberry Acoustic Project and Burberry Kisses

In recent times, Burberry over hauled its marketing strategy to promote its brand among the youth. It is one of the few luxury brands that has used social media to improve its sales and encourage consumer interaction.

BURBERRY ACOUSTIC PROJECT

The Burberry Acoustic Project features a number of upcoming British bands. The videos show the band members wearing and promoting Burberry products through the music video.

§  This campaign generated a huge amount of original, shareable content that it could push through all social media channels (Facebook, Google+, Youtube, Twitter, Pinterest).

§  The British bands promoted the brand of Burberry, as being 100% British, original and classic.

§  By using content not directly connected to fashion, it promoted the brand of Burberry as a ''culture''.

§  It engaged its Facebook fans and attracted consumer discussion, about the bands as well as the products.

§  It generated huge interested in the apparel and products used by the band members in the video, leading to sales.

 

 

BURBERRY KISSES

Partnering with Google, Burberry launched a website where consumers can use the webcams on their computers or the cameras on their phones to capture their unique kiss print. Users can then choose a lipstick (from the Burberry collection) to doll up their kisses, which is then used to seal a digital letter featuring a note that they can write themselves. The letter is then sent to anyone of the user's choosing. An added bonus, users can see their letter crossing over their local landscapes via StreetView technology while the letter makes its way to its final destination.

§  This interactive, personalized experience gave users a chance to have an emotional interaction with the Burberry brand.

§  The campaign successfully connected the experience to the Burberry name.

§  It was able to create a huge buzz(and consequent sales) for the Burberry lipsticks without explicitly advertising them(253k+ search results for Burberry on Google, 13k+ cities sent a kiss within the first 10 days)

Group 9 ,EBUS-B

Zareena Ashraf	12DM-174
Sujay Kumar	12IT-030
Retika Bhat	12DM-120
Shyam Suresh	12DM-142
Raunak Sancheti	12DM-118
Sreekanth R	12DM-107
Vaisakh Krishnan	12DM-155