Comes across as old-school
Posted: Sun Dec 22, 2024 9:20 am
Kisses campaign
For the 'Kisses project' Burberry sought collaboration with search engine giant Google in 2013. The idea is simple and full of love and the execution has been designed with a lot of attention and attention to detail. Via the then URL kisses.burberry.com (to my great sorrow no longer online in the old form, the current URL now links to the Burberry lipstick collection. Not so strange in itself) you could photograph a kiss with the camera on your smartphone. After uploading this photo to the site, you could choose which colour from the latest lipstick collection your kiss print should get. Then you could write a sweet message to the recipient and the whole thing - sealed with a kiss - was on its way to the lucky one via Gmail. After sending you could see exactly where your kiss was on the digital highway, through 3D skylines of cities thanks to the technology of Google Earth.
Meanwhile, you could see their starting point and destination via an interactive map of all the kisses sent.
The Kisses project is so cleverly conceived that it works both ways and everyone involved gets something out of it. With a relatively simple action on their own smartphone, the visitor can send a sweet message to someone, which is different from an everyday app and text message because of the kiss print of their own lips. Of course, the design is a nice extra: it is sent as a 'real letter', which gives the whole thing more charm and almost
Also read: ROI Accelerator for Content Marketing: Make it Really Visible [Part 3]
For Burberry, it's the ultimate branding: their brand name is subtly woven into the message, the website and the kiss sent are completely in the brand's ultimate British house style and it ensures that the new collection of lip gloss and lipsticks are immediately on the radar of the sender (usually a woman).
Burberry Kisses started with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world – by telling a story that makes the digital personal – Christopher Bailey, creative director of the fashion house.
What's in it for you?
Now you might be thinking: it’s easy to talk philippines mobile number list when you have a marketing budget that’s the size of the GDP of a small African country. But you can also let go of this Calvinistic feeling and look at the quality of the content marketing choices made above.
Because all the money in the world doesn't buy style and taste. Even if you have millions, if you don't use this money in a relevant, high-quality way, you're still missing the mark. But what can we learn from Burberry's content marketing? And what can you do yourself to use your online content marketing as representative, effective and relevant as possible?
1. Let visitors really know your brand
Nobody needs false friends and we all see through empty marketing talk very quickly. An honest, transparent attitude will ultimately only be appreciated by your visitor. So tell about your brand, share your history and other relevant facts.
This is well illustrated in the Burberry Christmas commercial. Even though the story is a bit dramatized, after watching the video you feel like you know a lot more about the origins of the company. You might even look up what Thomas Burberry really looked like (at least that's what I did. And the answer is: not like the actor in the movie, unfortunately).
For the 'Kisses project' Burberry sought collaboration with search engine giant Google in 2013. The idea is simple and full of love and the execution has been designed with a lot of attention and attention to detail. Via the then URL kisses.burberry.com (to my great sorrow no longer online in the old form, the current URL now links to the Burberry lipstick collection. Not so strange in itself) you could photograph a kiss with the camera on your smartphone. After uploading this photo to the site, you could choose which colour from the latest lipstick collection your kiss print should get. Then you could write a sweet message to the recipient and the whole thing - sealed with a kiss - was on its way to the lucky one via Gmail. After sending you could see exactly where your kiss was on the digital highway, through 3D skylines of cities thanks to the technology of Google Earth.
Meanwhile, you could see their starting point and destination via an interactive map of all the kisses sent.
The Kisses project is so cleverly conceived that it works both ways and everyone involved gets something out of it. With a relatively simple action on their own smartphone, the visitor can send a sweet message to someone, which is different from an everyday app and text message because of the kiss print of their own lips. Of course, the design is a nice extra: it is sent as a 'real letter', which gives the whole thing more charm and almost
Also read: ROI Accelerator for Content Marketing: Make it Really Visible [Part 3]
For Burberry, it's the ultimate branding: their brand name is subtly woven into the message, the website and the kiss sent are completely in the brand's ultimate British house style and it ensures that the new collection of lip gloss and lipsticks are immediately on the radar of the sender (usually a woman).
Burberry Kisses started with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world – by telling a story that makes the digital personal – Christopher Bailey, creative director of the fashion house.
What's in it for you?
Now you might be thinking: it’s easy to talk philippines mobile number list when you have a marketing budget that’s the size of the GDP of a small African country. But you can also let go of this Calvinistic feeling and look at the quality of the content marketing choices made above.
Because all the money in the world doesn't buy style and taste. Even if you have millions, if you don't use this money in a relevant, high-quality way, you're still missing the mark. But what can we learn from Burberry's content marketing? And what can you do yourself to use your online content marketing as representative, effective and relevant as possible?
1. Let visitors really know your brand
Nobody needs false friends and we all see through empty marketing talk very quickly. An honest, transparent attitude will ultimately only be appreciated by your visitor. So tell about your brand, share your history and other relevant facts.
This is well illustrated in the Burberry Christmas commercial. Even though the story is a bit dramatized, after watching the video you feel like you know a lot more about the origins of the company. You might even look up what Thomas Burberry really looked like (at least that's what I did. And the answer is: not like the actor in the movie, unfortunately).