Social media has become a huge platform to market brands. Its a great platform to tell a story with a brand. The site, Twitter is great for sharing pictures, posting new job opportunities and rewarding recent success. This all constituents to a public opinion of a brand and adding to reputation. Social media is accessible targeting millions all at a click of a button.
Largely social media is used for interaction. This is similarly used by brands to interact with public’s or an individual consumers. If a consumer is not happy with a product a tweet to the brands account is usually followed up with a direct reply. Issues that were once not dealt with now can be dealt with in 140 characters. Times when it was hard to contact a brand have vanished. Social media is the connection cable between brand and consumer. Social media is being effectively used to launch new campaigns. Sneak peaks and exclusive snaps all raise awareness of a campaign for free! Social media has a very broad horizon and with brands successfully translating campaigns through social media.
Burberry have noticeably worked hard to bring the brands reputation from boring to current and social media has been an integral factor in this change. Burberry campaigns have been a success in social media as channels have been used effectively to entice consumers. Burberry’s innovation in content on social media and engagement has labelled them as one of the most exciting and popular brands. Clear evidence is shown in the fact that 60% of their marketing budget alone goes towards digital.
In a fashion first, Burberry used Twitter to launch its catwalk looks before they had even strutted down the runway, streaming the images into 25 stores across the world. It became a global event.
The key is to make your public’s feel special. Burberry are at the top and have recently hopped onto the Instagram bandwagon. Teasers, backstage videos and even exclusive interviews is how Burberry draw in their public’s, racking up their Instagram followers. It gives personality to the brand and gives the followers the feeling they are getting exclusive access to one of the most reputable brands in the world. It’s an interactive experience and establishes a personal bond between the consumer and brand.
Burberry knows that emotions determine our behavior. There not stupid. They know that by telling a story a brand becomes more attractive and that attraction turns into sales. By telling their brand story on social media, Burberry tell a story to millions.