Burberry show how a brand can engage consumers with social media content that is not directly related to their field of expertise. By running Burberry Acoustic music alongside content on the Burberry clothes collections, Burberry succeed in engaging consumers with the wider culture of the brand.
In using social media content that is not directly related to the fashion industry, Burberry are using a similar social media strategy to Louis Vuitton. The Burberry Acoustic project showcases “young British bands that Burberry believes in”. Consumers can watch videos of the bands performing acoustic songs and wearing clothes from Burberry’s collections. Burberry uses this campaign, as well as Facebook wall links to their latest fashion shows, to engage consumers and attract consumer discussion.
WaveMetrix social media monitoring shows how consumers “thank Burberry” for sharing the “quality music” on Burberry Acoustic and “providing us with great new artists”. Consumers also “love” the “amazing” fashion collections and “can’t wait” to see the designs in store. The social media content engages consumers to discuss the Burberry brand and consider purchase.
Social media on Burberry fashion collections and Burberry Acoustic drives consumer discussion:
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- Consumers “love” the videos and photos of Burberry’s latest collections and catwalk shows: They say the “amazing” collections are “stylish and elegant” and they “can’t wait” to see the bags, dresses and winter coats in store. Consumers say Christopher Bailey is “talented” and a “brilliant designer”. They love the “great music choice” for the shows and the “welcoming colours”. There is very little negative buzz, but a few say the catwalk was “pathetic” as the models were “too skinny” and “some of Burberry’s essence was missing”
- Burberry Acoustic is “pretty cool” and a “nice project”: Consumers “thank Burberry” for sharing the “quality music” and “providing us with great new artists”. They praise the “wonderful” music that “should be released on an album”. However, a few say Burberry’s music tastes are “bad” or “not my cup of tea”
- Social media provokes buzz about Burberry products: Consumers respond to the Beat fragrance campaign by saying the perfume is “wonderful”, “young and spicy” and they “always use it”. Consumers “love Burberry bags and coats” which “help me love myself”, although a few say they “love Burberry, but they are too expensive”
Social media engages consumers to explicitly mention the Burberry brand and consider purchase:
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- Almost half of consumers discuss the social media content, but do not specifically mention the Burberry brand name: They praise the “great acoustic music” and “beautiful shows and clothes” but do not explicitly relate the content back to the Burberry brand or products
- A little over half of consumers specifically mention Burberry when responding to the social media content: They explicitly relate the content to the Burberry brand by discussing the “Burberry collections” and Burberry Acoustic and saying they “love Burberry” for their “wonderful collections” and “choice of music”. Others say how they love Burberry products such as the Beat perfume and the bags, coats and scarves
- A minority mention their purchase intent: They “cant wait to see the dresses in-store” from the Burberry collections and “want to buy” the Beat fragrance
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You can see more about our research methods on our website - "Embedded URL removed for security reasons"
This particular study was conducted a while ago, but it samples discussion from more than one hundred users on the page
Can u specify the research methods and number of respondents ?
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