For the most part, all luxury brands have joined Facebook. Many Tweet, some blog, several Instagram, and a few are even starting to pin. But leave it to digital darling Burberry, who just announced a 10-platform digital launch for its Autumn/Winter 2012 collection (an advert for which can be seen below), to embrace social media in all its forms.
The London-based fashion house rolled out its AW12 campaign on its own website alongside Facebook, Twitter, Google+, YouTube, Instagram and Pinterest as well as on four popular Chinese social media properties: microblogging site Sina Weibo, content site Douban, video site Youku and social site Kaixin001. The campaign also features an exclusive song ‘Indigo Home’ from model/musician Roo Panes which has been released on iTunes.
In addition to being able to reach an incredibly wide audience through different sites, social media has also offered Burberry rich mediums and varied ways to tell the collection story. The AW12 campaign, which Creative Director Christopher Bailey describes as, “Everything that’s at the heart of the Burberry world–celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way,” comes to life as different parts of the collection’s story are showcased through different social media sites. Individual images featuring stylized runway looks have been released in tandem on Facebook and Twitter, while a series of short films have debuted on Burberry’s YouTube channel. Exclusive, behind-the-scenes photography from the photo shoot have been shared on the brand’s Pinterest account and a selection of the campaign images were released this morning on Instagram. On its own website, Burberry also incorporated a shoppable video using campaign imagery, allowing users to purchase products directly through the photo and video gallery for the first time.
At present, Burberry has over 13 million fans on Facebook and more than one million followers on Twitter. Although the brand does not publicly engage in conversation with its fan base, Burberry’s usage of social sites to deliver news, content and messaging certainly resonates with its audience. And their fans treat the brand well: its newest campaign image, recently released on Facebook, amassed 20,000+ likes in under 24 hours.
(Image via Burberry)