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WeChat Marketing for A Luxury Brand – Burberry

Wondering how to utilize digital marketing channels to drive foot traffic to a brick-and-mortar store? or boost in-store purchases? Every luxury brand grapples with this question, yet Burberry seems to have found the answer.

In its 2016 CNY WeChat marketing campaign, Burberry sent a photo of a decent cylinder-shaped gift box to its WeChat followers through the app. Fans had to follow the instructions – “Shake, tap and swipe to try and open the gift” to find out what was inside. This fun little interaction was unique and helped it stand out from its competitors.

After opening the gift, users would receive a greeting letter from Burberry, which fans could then personalize to send greetings to their loved ones. This is an excellent example of using HTML5 to create unique user experiences and create a positive brand image with social media users. 

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