ADV420Burberry - Lichao Li

1. Lichao Li #BurberryEverywhere Burberry Digital Strategy ADV420
2. 01 Introduction 02 Social media 03 Website 04 Search Engine Optimization Contents 05 Mobile and App 06 Campaign 07 Analytics
3. • Established 150 years ago • One of the most prestigious fashion brand in the world • Aim to be the world’s first fully digital luxury company • Make efforts on the innovation of marketing strategy. Introduction01
4. InstagramYouTubeTwitterFacebook Share almost everything they want their customers to know keep high active in Twitter with an average of 5 posts uploaded per day Social Media02 Upload every year collection or commercial videos to attract customers’ attention Highly active by posting photos and short clips of videos every day
5. The website of Burberry enables customers to review their runway shows, newest collection, and special campaigns, etc. Burberry sorts their products clearly that greatly lead customers to find what they want. Website03 Creating a message board for customers to satisfy their willing that expressing the feeling of products maybe a good way to better improve the engagement between the brand and customer.
6. 04 Search Engine Optimization • When you search Burberry at Google, the website of Burberry ranked very top on the page that helps grow the traffic to the website • As the Burberry trench coat and Burberry’s lipstick are extremely well- known, Burberry may relates trench coat and lipstick with its brand closer that enable customers search for them easier.
7. The top 3 search result is all advertising. Among that, the official website of Burberry ranked at the very top of the search result Search by mobile Burberry has a little navigation button which helps customers find what they want by sorting all service Burberry provide into four main categories: shop, experience, customer service, and account Web experience by using mobile I recommend Burberry make a more specific recommendation for customers. For the make-up forum, I think it will be fun if Burberry is able to make customers do lipstick swatch directly by just taking a picture of themselves Recommendation On the app, it enables customers to explore style stories and shop while Burberry tries to make checkout more easily by cooperating with Apple Pay. App Mobile and App05
8. How it works: Campaign #BurberryEverywhere06 Encouraging people to take pictures of every element that relating to Burberry and post it social media platform with the tag #BurberryEvereywhere. People who post the pictures on social media will have the chance to be chosen and retweet or repost by the official account of Burberry. Target Audience: Millennium customer. Hope they can acknowledge Burberry‘s brand culture and be aware of the innovation of spirit made by Burberry.
9. Engagement rate • Engagement Rate is a metric that being used to measure a brand’s effectiveness at engaging our audience Conversion rate • Conversion rate shows how many people who buy products on our website after they engaged our campaign 07 10K 6K 14K 15K 30K 16K 12K Analytics
10. LICHAO LI ADV420 Thanks for Your Attention

Hinweis der Redaktion

Hello everyone, I’m Lichao Li, it’s very glad to see you guys here and give you this presentation. My brand is Burberry, if you have any question, please feel free to ask when I’m finished.
Here is the content of my presentation. I’m going to simply introduce the brand and talk about its social media, website, search engine optimization, mobile and app. What’s more, I recommend Burberry a campaign named #Burberryeverywhere and I’m going to give a explanation about the analytics at the end.
Burberry as one of the most prestigious fashion brand in the world, it's one of the first luxury brands to pay substantial attention to digital marketing. Over the last decade, their social channel has already become the centerpiece of the digital strategy. Burberry builds the great connection with customers without doubt by constantly exploring the digital and putting efforts on the innovation of marketing strategy that breaking the boundary of the physical store and digital communication.
As for the social media, Burberry has its page on almost every pop social media platform, such as Facebook, Twitter, YouTube, Instagram. They optimized to cater the strength of every platform and slightly adjust the content they post while keeping consistency of brand strategy. Burberry uses Facebook page to share their campaign, events, behind the scenes videos, interview videos, announcements while they keep high active in Twitter as well with an average of 5 posts uploaded per day. On Instagram, Burberry own over 10million followers with high active by posting photos and short clips of videos every day.
Then, let’s talk a little about its website. The website of Burberry enables customers to review their runway shows, newest collection, and special campaigns. Burberry sorts their products clearly that greatly lead customers to find what they want.
People nowadays should not be unfamiliar with SEO. The website of Burberry is quite search engine optimized. When you search Burberry at Google, the website of Burberry ranked very top on the page that helps grow the traffic to the website. As the Burberry trench coat and Burberry’s lipstick are extremely well-known, Burberry may relate trench coat and lipstick with its brand closer that enable customers search for them easier.
As I showed on slide, When I search "Burberry" in Google by using the safari browse on my phone, the result of research mainly about the selling. If you open the official website page of Burberry by using your smart phone, you will find that Burberry has a more compact and elegant style of layout compares to the website you open by your laptop since the screen of your smartphone is much smaller than the laptop. As for the app, Burberry has rolled out a mobile app named Burberry for a while. The aim of it is to build a good connection with customers.
For the objective that is making customers feel more engaged and cultivate the brand awareness of potential customer (newer generation). I suggest organizing a campaign named BurberryEverywhere that encouraging people to take pictures of every element that relating to Burberry and post it social media platform with the tag #BurberryEvereywhere
The target audience for this campaign is millennium customer. Nowadays, those people used to share everything interesting online. Though they might lack of economic strength, they can still be a significant market in the future. I hope they can feel Burberry's brand culture and be aware of the innovation of spirit.
There has two metrics I want to talk about. One is engagement rate, this is a metric that being used to measure a brand’s effectiveness at engaging our audience. The other one is conversion rate, it shows how many people who buy products on our website after they engaged our campaign.
Burberry is continuing focus on the digital and we have the reason to believe that through all the efforts Burberry put on the digital marketing, they will have a bright chapter in the future. Thank you for your attention. Any questions?

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