Burberry’s brand has changed beyond recognition under Christopher Bailey. What was a fusty collection of tartan checks worn by Sloane Rangers is now celebrity chic (and it’s even got the super cool “urb” in its name). More importantly, in hiring Brooklyn Beckham to photograph its new campaign, Burberry has shown it’s forward-looking enough to realize the power of social media not just to promote consumption but to create brandable, monetizable content. It’s where enterprise-generated media fits together with consumer-generated content without a fault line.
A Marcomms Agency’s Dream — or Nightmare?
Brooklyn Beckham has millions of Instagram, Facebook and Twitter followers. His parents have millions more affluent/aspirational connections who are precisely Burberry’s target market. And then there’s younger brother Romeo, who starred in Burberry’s Christmas advertising campaign and got 11 million views in the first 2 days. Brand Beckham is a media planner’s dream.
Or nightmare. The impact goes way beyond media planning and buying departments — as social media integrates into every aspect of life, content is increasingly circulated socially rather than via paid advertising so they’re as likely to be out of a job as are many others in traditional marketing creative services.
The New Reality: Selfies, Home Movies + Social Media Stars
At SignalsRank, we are working on a small campaign which is drawn exclusively from social media channels. No creatives or copywriters, no casting agents or producers, no PR people, no commercials directors, no studios or offices, no media schedules… you get the picture. Every person involved in it (5) has been hand picked from social networks because of their reach into a fan base that’s a dead ringer for this campaign. The resulting selfies and reality video will be circulated via the participants own social profiles and other online channels… a small sign of what’s to come once the big brands get into the mode.