Source: https://www.youtube.com/watch?v=6D5IZtDCS5c
In year 2016 the brand Burberry celebrated their 160th. anniversary. It must be in the brand its DNA, but Burberry showed the world again, why it is so special and loved. Contrary to traditional advertisement, in this case the Burberry management had chosen to use the marketing technique of branded content to grab the attention of the consumer and drive real engagement through content. Typical for branded content is that it raises attention and creates a strong brand recgonition, which is realized through a form of value added content, in fact, entertaining and playful.The content is more consumer-focused and hence builds trust between the brand and the consumer. Studies have shown that when consumers watching branded content, the brand recall is up to 59% higher than with traditional advertisement. In the video you can see certain reached milestones of the brand, or rather, Thomas Burberry. For instance the first time he invented the water repellant gabardine, which was later used in Burberrys famous trench coat or during the second world war, where British officers had worn the trench coat on the battlefield.
However, the focus is not directly on the trench coat, even though the makers sent us a subtle message with the content of the trench coat, since it often appears.
The video has the character of a movie, as real famous actors are part of it. Not surprisingly is a look on the cast. All actors are British, which reflects the heritage and roots of the brand again.
I hope this short article and video helped you to understand the effect and meaning of branded content, here in the case of Burberry. A really successful and in my opinion great tool again to create an emotional attachment between the brand and the consumer.
Cheers!
Niklas
Sources:
1) https://www.youtube.com/watch?v=6D5IZtDCS5c&t=42s
2) https://www.theglassmagazine.com/the-making-of-burberrys-special-anniversary-short- film-the-tale-of-thomas-burberry/
3) https://medium.com/the-mission/branded-content-the-what-why-when-and-how-fb9426dc3e14
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