The Success of Burberry iWOM in China
The Brief and Objective
Burberry is a famous British luxury fashion brand that has been found for over 150 years. Its distinctive tartan pattern has become one of its most widely copied trademarks and there are numerous stores around the world. Burberry has been very proactive and aggressive on social media, and it is also the best luxury brand utilizing the social media platform to communicate with its fans.
Burberry Facebook Fan Page has accumulated over 6 millions fans, which is no. 1 among all luxury brands including Dior, LV and others. In 2011, Burberry decided to further expand its social media influence to one of the biggest potential market, China, and aims to get another success on that.
Strategy and Approach
China is a very special country as they have blocked several worldwide famous social media portals such as youtube, facebook, twitter and others. Therefore we help Burberry to develop a whole new set of communities on social media in order to establish a communication platform between Burberry and its fans.
The communities we developed include: Microblog – Sina Weibo Social Network Site (SNS) community – Kaixin001 & Douban Video Sharing – Youku Channel
Other than developing the communities, we also help Burberry planning its monthly content schedule To do this, we have analyzed the peak time period of the day for Weibo users having the highest interaction rate & being more active and created different types of news & information in order to make the fans feeling more excited about us and keep following us.
Sina Weibo is the China version of Twitter which captured over 90% market share in China. From February til now, we have recruited over 160,000 fans without doing any promotion or giving out any incentives, which has already exceeded the fans no. of LV that has been launched over 1 year. Burberry is again no. 1 luxury brand on social media in China
We have developed communities on 2 Social Network Sites, Kaixin001 & Douban, with 2 different approaches. For Kaixin001, we target the massive audience due to its dominated market share. For Douban, we target those niche audience who are more fashion, art & music oriented. For each community, we adjust our content strategy and approach in order to fit into the tone & manner of the different audience. From February til now, we have recruited over 60,000 fans for Kaixin001 and 13,500 fans for Douban. And we are also the first Luxury brand to land our community on Douban, which has turned out a big success.
We have been developing quite a lot of localized video contents for our Youku channel such as Burberry Acoustics MVs with Chinese lyrics, Interview with Christopher Bailey, London Fashion Show and etc. All of these have made us a huge presence on video sharing environment. And we have gained over 1,000,000 views with only launching for 4 months. This performance has also exceeded all other Luxury brands as well.
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