How successful is Burberry’s storytelling strategy?
Sijin Yan [9-Dec-2019]
All brands have their own stories, but Burberry’s way of telling stories stand out among all luxury brands to enhance the brand image.
In 2016, Burberry released a trailer called the Tale of Thomas Burberry. This trailer shows the history of Burberry and the story of Thomas Burberry. Within a few days, after it was released, the video amassed more than 4 million views. As a clothing brand with a long history and traditional British style, Burberry has explained its historical value to the audiences in a creative way, and let many young consumers who previously did not know its history further understand the historical story behind the brand.
Another impressive example is an activity named Art of the Trench which was launched by Burberry globally on the social media platform. Participants were able to post photos of themselves wearing Burberry trench coats on the social platform with their stories behind the coats. This innovative activity attracted a large number of people; there are millions of participants in this activity, within the first six months, this campaign garnered 7 million views. The following video is Burberry’s invitation to people in Seoul.
It seems like that Burberry’s storytelling strategy improved not only the exposure of the brand during a specific period but also the engagement of the brand, shortening the distance between the brand and consumers.
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