In April 2016 Burberry became the first luxury brand to have a dedicated channel in the Snapchat Discovery section as well as use Snapchat codes to unlock fragrance and grooming content in store.
Case study summary
• Always at the forefront of digital innovation, luxury brand Burberry used Snapchat to exclusively launch it’s Mr Burberry fragrance
• A short film and exclusive content were available on a curated Snapchat Discovery channel for 24 hours
• The partnership between Burberry and Snapchat highlights that high fashion and high tech are a powerful business coupling
The challenge
Luxury fashion brand Burberry already had a strong presence on social media, but it wanted to create a new kind of buzz for its exclusive Mr. Burberry fragrance - turning to Snapchat to create hype via 'exclusive demand'.
The solution
For the launch of its brand new fragrance, Mr Burberry, Burberry created a short film directed by Oscar winner, Steve McQueen (12 Year’s a Slave) and aired it exclusively on Snapchat. The short film along with exclusive articles and interviews were available for 24 hours in the Snapchat Discovery section on Monday 4th April 2016.
In order to drive customers to the dedicated channel in the Snapchat Discovery section, Snapchat codes (Snapcodes) could be found on products, in stores and once scanned directed customers to Snapchat.
This is not the first time the luxury brand has partnered with Snapchat, in the autumn of 2015, Burberry created a 24 hour fashion shoot campaign for the SS16 line with photographer Mario Testino.
The Snapchat campaign was shot using a simple iPhone alongside the main shoot. Burberry created massive buzz in advance and strong engagement through the event – with an exclusive preview that in practice was 6 months ahead of when consumers would see the collection.
The results
Creating content which is only available for a short amount of time creates excitement. This is classic FOMO – fear of missing out, and the model is something that many brands can apply. Because the content and the experience is temporary, it talks to the millennial generation.
