Burberry is a heritage brand from London, United Kingdom that is well known for its signature trenches, scarves and umbrellas and, of course, its signature plaid print. Being one of the most respected luxury fashion brand, Burberry discovered early on the perks of social media, using each platform to maximum advantage. As Instagram is on the rise, Burberry saw a great marketing opportunity in it. Burberry is one of the most active brands on Instagram, acknowledging from the get go the perks of an online network centered around photography, and using it to create great social media marketing campaigns.
Burberry on Instagram
A first key aspect on Burberry on Instagram is the fact that they managed to transcend their social media presence to Instagram with the help of their followers. The hashtag #artofthetrench appeared on Instagram without the brand even using it, as the followers simply took it with them on this new platform.
When it comes to stats, Burberry has one of the most followed accounts on Instagram, with over 1,200,000 followers. The British brand posts regularly, and in a similar manner to Michael Kors: their products are the stars, photos include behind –the-scenes snaps and photos from events. What sets Burberry apart though, is the fact that they promote more than just a brand, they promote Britishness: a British way of life. Beautiful photos of London are always present and the brand seems to capture its essence in a unique way. Also, Burberry only uses filters provided by Instagram, to be even closer to its followers.
The brand also ran a few campaigns on Instagram, including With Love, of which we’ve discussed in a previous article. Burberry was announced to be the second brand to use sponsored ads on Instagram and during the 2014 London Fashion Week, they streamlined Burberry Prorsum live from Kensington Gardens on Instagram, making it the luxury fashion brand to use the most effectively all of the features provided by the social platform. Do you follow Burberry on Instagram?
Photos from: http://instagram.com/burberry
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