The Marketing Process and Scope of Marketing Communications - Burberry Case Study

Scope of Marketing Communications

Planned communications

Advertising is a form of planned marketing communications. Key messages are designed to be communicated to the target
audience through the most appropriate channels.

Unplanned communications

Social media, product review, word of mouth are examples of unplanned marketing communications. They are also
considered User-generated content (UGC). Modern marketing activities placed a great deal of emphasis in shaping UGC.

Target Customer - Millennials

Burberry strives to expand their cosmetic sales line to market the 18-34 age group. In deciding how to appeal to this group of customers, an understanding of the Millennial’s media consumption behavior has to be conducted via establishing a
TARGET CUSTOMER PERSONA (or marketing persona).

Strategy- The digital campaign utilizes three foundations: computer technology,
storytelling and personalization.

Big Idea- Create an emotional connection between the Burberry brand and
Millennial consumers through the lens of beauty products.

Key Message- Burberry is not just an “old”brand. It continues to seek opportunities
for product innovation.

Digital Platform Solution: Partner with Google - Website, social media.

Results of the campaign:

•253,000 search results for “BurberryKisses”on Google.com

•Within the first 10 days of the campaign going live, 13,000 cities sent a kiss and a
total of 109 million miles were traveled by kisses as of June 25, 2013.

•Total revenue growth measuring the appeal of their brand. The growth rate is
boosted in both 2013 and 2014 with an increase in sales of +8% and +17%
respectively (Burberry, 2014).