Burberry's newest ad campaign was an industry first and was shown to audiences as it happened live -- on Snapchat. The luxury retailer gave fans a behind-the-scenes look at the making of the brand's upcoming Spring/Summer campaign by capturing moments of its photo shoot and broadcasting them via social media.
Taking these photos was longtime Burberry collaborator and renowned photographer Mario Testino. The incorporation of social media by brands is nothing new, but Burberry's latest use of Snapchat is especially intriguing. Because of its fleeting nature, the photos were only available to users for 24 hours before being erased. These Snapchat images double as Burberry's newest advertisement and are directed at a younger demographic. The time-restrained pictures also further the brand's currency and exclusivity.
What Makes This Trend Stand Out
- Live-streamed Fashion Ads
- Live-streamed fashion ads could allow luxury retailers to showcase new campaigns in real-time and create excitement for their audiences.
- Fleeting Social Media Ads
- Short-lived photo content could increase the perceived value of luxury brands and drive consumption among younger demographics.
- Collaborative Social Media Marketing
- Developing partnerships between renowned photographers and luxury fashion brands could help brands reach new audiences on social media platforms like Snapchat.
Sectors Adopting This
- Luxury Fashion
- Luxury fashion brands can leverage live-streaming and fleeting content to further their brand's exclusivity and appeal to younger demographics.
- Photography
- Professional photographers can utilize social media platforms to expand their reach by working with luxury fashion brands on collaborative ad campaigns.
- Social Media Marketing
- As social media platforms continue to evolve, marketers can explore new and innovative ways to use these platforms to reach new audiences and build brand loyalty.
