Britain’s Burberry is promoting various seasonal products in a social video geared toward affluent holiday shoppers in the weeks before the shopping season officially commences.
The last element of the overarching campaign plays off the idea of gift giving to pique the interest of consumers looking for holiday gift ideas.
“Some people think Burberry is a ‘raincoat’ company,” said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.
“So showing a wide range of products helps to communicate the broad line the company markets.”
The With Love campaign video begins with a close-up shot of gifts in cream-colored boxes embossed with Burberry’s logo in silver and tied with Champagne-colored satin ribbon. Shimmers of glitter appear as the camera zooms away from the gift boxes to reveal the bay of a delivery truck packed with boxes of all sizes.
Burberry gift boxes will bring love to everyone.
For example, as the seasons slowly began to change, Burberry pushed its autumn/winter 2013 campaign through images and a video that featured celebrity couple Sienna Miller and Tom Sturridge.
The brand presented the new campaign images and the video titled “Trench Kisses” through its social media platforms to reach its followers. Although celebrities can help campaigns gain exposure, brands should be careful when picking a celebrity to make sure the brand’s reputation is not tarnished (see story).
Next, the British fashion house promoted its iconic trench coats and other waterproof products through a weather-themed email campaign to get consumers out of the summer mindset.
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