Guest Post by: Mark Jennings
Burberry and Lacoste joined Ralph Lauren, Louis Vuitton and Gucci with a greater focus on brand-related content, such as music and sport which positively affected engagement, brand sentiment and purchase consideration.
Burberry, by running their Burberry Acoustic music campaign alongside content on the Burberry clothes collections, have succeeded in engaging consumers with the wider culture of the brand and this significantly increased consumer discussion. You can see from the pie chart below which areas the audience were engaged around.
Lacoste use a mix of fashion and non fashion content, such as their ATP Tour sponsorship to engage consumers and positively affect sentiment, as this pie chart shows.
That trend is not universal however. The report also highlighted that for other brands engaging consumers closely on product range can drive purchase consideration, with Xbox and BMW notable winners here. Zara on the other hand, with its focus on product discussion, failed to drive notable purchase consideration – which shows the importance of the right strategy.
As an aside, a new report I saw recently, which will feature in another post, showed that a high percentage of consumers ‘Like’ competing brands on Facebook showing that on social networks genuine brand loyalty is hard to come by.