Company Overview

Burberry is a British luxury fashion house, distributing clothing, fashion accessories, fragrances, sunglasses, and cosmetics.

Strategy

According to Adage, the British luxury brand took WeChat fans behind the scenes at its London runway show, offering them audio commentary by the creative team and Chinese celebrities. When fans sent Burberry a text message, the brand instantly responded with a virtual plaque engraved with their name.

Results

The campaign gave fans a first-hand experience of what it is like behind the scenes of one of the world’s most renowned fashion shows.