Delivering Personalization
at Scale
BURBERRY
CHALLENGE
Burberry had to think of a launch campaign for the fragrance that was meant to replace Chanel N5 at the top of the feminine fragrance charts, My Burberry. The name My Burberry refers to the phrase people employ in referring to their Burberry trenches. The challenge was to convey the idea of personal fragrance, that sense of belonging and identity that is linked to the iconic trench coat.
SOLUTION
Francesca Danzi was one of the leaders of the multi-functional team that created and executed the digital + physical personalization campaign led by a TV spot featuring Kate Moss and Cara Delevingne. Those watching the ad on Channel 4s on-demand service 4OD were able to personalize the spot so it featured their own initials on the bottle. Elsewhere, users were allowed to monogram their own virtual bottle so that it appears within advertising across Googles ad network. At the same time, a selection of top retail and wholesale doors hosted special animations that allowed customers to engrave bottles of their My Burberry fragrance with their initials and have them appear on ads in the stores. A degree of personalization was delivered across 20.000 doors globally.
A simple idea like engraving / designing initials on a bottle was so brilliantly and consistently executed across multiple channels and touchpoints that the Burberry beauty division revenue grew by 55 per cent in the first-half of its fiscal year.
OUTCOME
Driving Growth by thinking Customers rather than Cases
Laying the Foundation for Digital Transformation
Shifting mindset from Transactions to Relationships