Tag Archives: classic

Burberry’s perfume campaign hits all the right notes

2 Sep

Just weeks after Z-lister Tara Reid launched her Shark scent – inspired by the ‘made for TV’ movie Sharkando 2 – Burberry has put her in her place by releasing My Burberry.

A new fragrance inspired by the fashion brand’s iconic trench coat, the PR project brings together the perfect notes to create a seductive campaign experience – and not just because Cara Delevingne and Kate Moss are involved.

Getting personal
The concept of personalised products isn’t new by any means – Coca-Cola and Cadbury started that game a long time ago – but the approach continues to generate success because we’re suckers for bespoke merchandise. Over the last few years we’ve created a culture whereby we feel a) slightly miffed if our corner shop doesn’t stock our double-barrelled name (please don’t say it’s just me) and b) guilty or awkward for drinking out of ‘someone else’s’ bottle.

But, to make up for its copycat approach, Burberry is offering its customers a touch of class by carving their initials into selected bottles for free. Meaning, within an instant, chief executive and creative officer Christopher Bailey has transformed his product into a ‘must have’ keepsake – just 16 weeks before Christmas.

IMG_0284.JPG

Getting social
But, here’s the exciting part. For those who aren’t planning to purchase, Burberry is still giving people a chance to engage with the campaign. It’s encouraging consumers to submit their details via the website, so they can receive information on where in London a video featuring their monogrammed bottle will be shown. Users can also interact with Burberry via Google, 4OD, Twitter, Pinterest and Facebook.

Getting people in store
Burberry is also ensuring everyone who signs up receives directions to their closest Burberry store. So, it’s literally putting its brand on the map.

Essentially – its personal experience, coupled with subtle nudges, will not only help Burberry increase sales but, more importantly, create brand champions. And it’ll work because no two My Burberry experiences will be the same – creating unique content.

With perfumer Francis Kurkdjian already dubbing the perfume as the “…perfect accessory for a Burberry fan”, it’s great to know that the design empire puts as much effort into its campaign as it does for its products.

What do you think? Are personalised products here to stay?

IMG_0285-0.JPG

Advertisements

Christmas campaign round-up 2013

13 Dec

20131213-210433.jpg

With Christmas just around the corner, PRs are working at top speed to make the papers with their ‘quick and dirty’ festive stunts.

And because Christmas is the season of giving, I’m doing the digging to present you with the industry’s top campaigns this month. I’m actually giving you two gifts because I’ve just noticed a perfect pun in that previous sentence, but who’s counting?

The survey one
Costa Coffee has banned Sir Cliff Richard’s festive favourite – Mistletoe and Wine – after research revealed that it was most likely to make its customers exit the store.

But Costa has gone above and beyond to make this headline stand out by donating £10,000 to charity Youth Music, to encourage young people to record their own versions of Christmas classics.

The clever one
Retailer GAME has made up for its reduced presence on the high street in recent years by prioritising PR – and it’s paid off.

Hiring nine-year old Joe Leslie this month, as a ‘non executive director’, is a genius way to help clueless parents know their Call of Duty from their Grand Theft Auto.

20131213-210601.jpg
The charitable one
St Mungo’s, a charity to help homeless people, has created limited edition Christmas wrapping paper, detailing the scientific viruses that they might face this winter.

For a charity that seeks to tackle homelessness, it’s successfully delivered a fresh message with an innovative angle.

The mad one
To complement O2’s Be More Dog campaign, the network provider is planning a party for the dogs from Battersea Dogs Home – and it’s getting its customers involved.

The more times you tweet using the campaign hashtag – #tweetattreat – the better the party will be. Now you wouldn’t want to let the dogs down would you?

The relatable one
Of all the retailers, I didn’t expect Harvey Nichols to launch a ‘canned laughter’ campaign (you don’t laugh at it, more smirk and think ‘I should get that for someone’ and then never do because it’s fluff).

The brand’s launched a range of gifts for women to give to their loved ones as a token to simply say ‘I spent the money on myself’. From a Christmas lunch in a tin (which has been done to death) to a sink plug, it’s been cited as ‘original and perfectly timed’ by Golden Goose PR. I say, they haven’t read this blog yet.

So, there you go – the top five Christmas campaigns of 2013 to date. If yours didn’t make the list just tweet me your favourites at @dmhwhite. I may even shuffle the leaderboard around!

Merry Christmas Prime Timers and a Happy New Year!

20131213-210412.jpg

Costco begs for forgiveness after being caught out on Twitter

25 Nov

20131125-220349.jpg

I’m normally an advocate for social media silence, but national retailer Costco was quick to repent for its sins with a statement – after the brand was caught out last week.

To put it into context, a Californian pastor noticed that a stack of Bibles were labelled as fiction in one of its stores. Now, you might not believe that this book contains the truth, the whole truth and nothing but the truth, but there’s no need for the brand to potentially offend the 246m Christians in the US.

So how did Costco respond after the pastor blasted the company on Twitter? With a watertight crisis management statement that followed the classic ‘get out of jail’ formula:

The formula
Shift blame + Take blame + Olive branch solution = Peace is restored

What Costco said
Costco’s distributor mislabelled a small percentage of the Bibles. However, we take responsibility and should have caught the mistake. We are correcting this with them for future distribution. In addition, we are immediately relabelling all mislabelled Bibles. We greatly apologise for this error.

By the time this was issued it was too little too late. Pastor Caleb Kaltenbach’s tweet had already shocked his congregation, who questioned if Costco was guilty of religious discrimination. And 1,466 followers, 253 retweets, 88 favourites and a flurry of national news stories later, it got so out of hand the pastor had to calm his flock down by claiming he wasn’t angry, just interested.

The one thing Costco didn’t do was use its social media channels to defend itself. Perhaps it was trying to bury bad news or take the approach that what its customers don’t know won’t hurt them (or the business). But failing to maximise its 1m reach on Facebook seems strange, especially when its Twitter pages are such a mess.

Well, at least Caleb has a pinch of inspiration for his next sermon and has successfully engaged with his audience. But the moral of this story is that if you’re truly sorry for your actions, God will forgive your mistakes.

20131125-220314.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: