We all know Burberry is a pioneering leader on social media best practices. Again today, the British brand shined on the Internet, being the first luxury brand to have a Snapchat Discover story – the part on Snapchat which is usually dedicated to medias – for the launch of its latest male perfume, Mr Burberry.
a brand definitely knowing what it is doing with storytelling on Snapchat
The content of this native ad reuses the codes that have been established by medias on Discover. This time, Burberry has both exclusive video content (the actual perfume ad in its integrality, as well as interviews), articles with images & texts on the “grooming” problematic, and also very specific content such as images to screenshot, and to personalize with the app’s tools (colors, emojis, typos).
… linking to retail
Burberry does it, and it does it right: in addition to the cross promotion the brand’s doing on its other channels (such as Instagram), we can find the snapcode (the Snapchat QR codes) on its products to dive in the Burberry‘s digital universe while in store. A link that lots of brands forget… Maybe because of the investment needed to promote a content that will only be available for 24h?
… and it’s not their first try
Burberry is already a Snapchat pro. The brand did well with their unveiling of backstages with its #THISISBRIT campaign, shot by Brooklyn Beckham back in January; and with its unveiling of the two previous collections on its own stories, and one more sponsorised story that was visible by all Snapchat users. They said they made over 100 millions impressions!
Well, now, brands, you know what you have to do to be inspired by this move, open your Snapchat and follow Burberry – you have some 10 hours left.
Post written by Tali Fitoussi, Editor
Graduate student from IFM Paris, Tali is passionate about fashion and technology. Involved in valuable collaborations and internships at global companies like L’Oréal or Condé Nast, she helped organizing a conferences sessions at IFM Paris, and joined Clausette Magazine in September 2015.