Leonie Bulman's recent articles
Burberry drives buzz around its AW12 Menswear collection through ‘Tweetwalk’ campaign
Burberry repeats the success of its first ‘Tweetwalk’, driving product and brand discussion around its AW12 Menswear collection and demonstrating to other luxury brands how to maximise publicity through an innovative social media approach.
In September 2011, Burberry paved the way for luxury fashion brands, by partnering with Twitter during London Fashion Week and introducing what the two companies called a ‘Tweetwalk’. Backstage photos of every ‘look’ were taken at the Burberry Spring Summer 2012 show and shared with the brand’s Twitter followers right before the models hit the runway. On Saturday, Burberry brought back its Tweetwalk, this time showcasing its Autumn/Winter 2012 Menswear collection during Milan Fashion Week.
WaveMetrix analysis of minute-by-minute tweets reveals that Saturday’s Tweetwalk drove a huge surge in buzz around the show, engaging both men and women in discussions about the social media campaign, the Burberry brand and the new collection. The Tweetwalk enhanced anticipation for the menswear pieces and prompted consumers to draw on the brand’s ‘cool’, ‘elegant’ and ‘aspirational’ values. Burberry demonstrates, once again, an effective way for luxury brands to engage with a social media fanbase, without compromising their exclusiveness.
Per minute tweets using @Burberry or #Tweetwalk:
- The number of tweets per minute surges as the Tweetwalk begins
- Consumers are driven to tweet about the marketing campaign, the brand and the menswear pieces, with many also re-tweeting Burberry’s posts and spreading news about the Tweetwalk
- Tweet-per-minute levels remain high throughout the show, returning to more usual levels after the Tweetwalk finishes
Buzz and sentiment by gender:
- The menswear Tweetwalk has appealed to both men and women, who comment in almost equal measure
- The large majority of men and women are positive about the “clever” marketing campaign, “fantastic” brand and “beautiful” products. A substantial proportion of buzz is neutral, caused by informative posts around the Tweetwalk and the live fashion show, which are neither positive nor negative in nature
- There is minimal negativity, almost all of which comes from women, with posts such as “@Burberry I'm waiting for the women’s clothes” and “@Burberry is spamming my timeline”