Leonie Bulman's recent articles
Burberry use social to reinforce their British heritage among fans
Burberry show that social media can be used to reflect a brand’s heritage among a very broad social media following, through simple photo posts alluding to the brand's Britishness.
One of the persistent challenges for luxury brands in social media is how to convey the brand’s heritage and exclusivity to their masses of online fans. Luxury brands also have a second challenge in getting their large base of followers to engage with a specific message, with Burberry having more an international fan base of more than 13 million on Facebook.
Analysis shows that Burberry have successfully used social media to communicate the brand’s British heritage, with simple, elegant photographs of London landmarks posted on their Facebook page. On average, 42% of comments on the London photographs associate Burberry with Britishness, versus 28% on average for other posts. These photo posts have also contributed to increasing Burberry’s ‘People Talking About This’ metric, as they are posted almost every day and receive a high number of likes and comments.
London photo pictures increase the level of People Talking About This:
The London photographs increase the association of Burberry with British heritage:
- The London photographs spread Burberry's British heritage: 42% of comments on the London photographs associate Burberry with Britishness, saying it "embodies British style" for example. This is a higher proportion than for comments on other Burberry posts, suggesting the pictures have enhanced the British aspect of the brand