1. Burberry in Snapchat first as it premieres new fashion collection online
Burberry is the first luxury fashion brand to launch a “Snapchat show”. It will unveil its Spring/Summer 2016 collection on the mobile app the day before its official runway show at London Fashion Week.
The Snapchat show will reveal the collection looks as finishing touches are being made, as well as a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery.
Burberry’s collection will be available to view on Burberry’s Snapchat account from 7pm time on Sunday 20 September.
In another brand first, Burberry has partnered with Apple Music to launch its own channel.
The Burberry music channel will sit within the ‘Curators’ section on the Apple Music section. Burberry says it will use the channel to showcase emerging and iconic British artists and will feature performances, songs and films as well as regular playlists celebrating British musical talent.
2. ‘Rugby is niche but we can bridge it into broader culture’ says Beats marketing boss
Beats is hoping to give rugby global appeal and help it expand into wider popular culture with the launch of a campaign focused on the Rugby World Cup.
Admitting that focusing on rugby could be seen as a risk due to its limited global exposure, the brand’s EVP of marketing Omar Johnson says the sport offers Beats an opportunity to tap into a new audience.
“It’s been an amazing journey for Beats to learn about rugby and as we got more intrigued, we felt like we needed to do something here and I think our work is the best you’ll see,” he told Marketing Week.
“Of course it is a risk as the sport is perhaps seen as niche globally but we feel rugby is ripe for the Beats’ seed of emotion.
3. Nescafé sets its sight on millennials as it becomes first global brand to move online presence to Tumblr
Coffee-loving youngsters are set to have their own social hub on Tumblr. At least, that’s what Nescafé is aiming for.
Nescafé is the first global brand to move its entire online presence to Tumblr as it moves away from a traditional website in a bid to focus on a more direct connection with customers.
“As Tumblr is traditionally a blog platform, it’s very much tied to co-creation and user generated content, which is the main reason we’re moving there,” Michael Chrisment, Nescafé’s head of global integrated marketing, digital and media told Marketing Week.
Fans will be able to share coffee-related images, videos and GIFs on the site. As well as hosting content uploaded by the Tumblr community, the platform will serve as a source of inspiration and ask consumers to suggest new coffee creations.
4. Why Facebook’s ‘dislike’ button will be both a challenge and opportunity for brands
From endless baby pictures to overly emotional status updates, there are many Facebook users who have secretly wished for a “dislike” button. Well, your prayers have been heard.
Facebook’s chief executive Mark Zuckerberg has confirmed that the social media giant will finally bring a ‘dislike’ button to the platform, with marketers and agencies sharing a mix of concern and intrigue over the move.
The move to introduce dislikes could easily create brand embarrassment according to Peter Markey, CMO at the Post Office.
“It’s an exciting and intriguing move by Facebook and one which mirrors ‘real life’ well – we all have likes and dislikes and now Facebook will finally give us the chance to express a view either way,” he told Marketing Week.
“But it’s a challenge for brands too as customers will actively choose if they dislike a brand and its content. This ‘real time’ customer feedback could be a great asset or a potential brand embarrassment if the dislikes vastly overtake the likes! All in all it’s a great step forwards and another challenge which brands will have to rise to meet.”
5. How Asda plans to win back customers
Asda’s new chief customer officer Barry Williams has been tasked with the responsibility of deciding the brand’s new direction.
Despite its recent dip in trading, 51% of UK manufacturers recently ranked Asda as the UK’s top retail brand. It topped the 2015 UK PowerRanking list by Kantar Retail after scoring highly as the company with the clearest strategy and messaging. Williams is keen to credit the brand’s warm feel, even if he does admit that it needs to evolve.
“What is really important is a natural affection and historic warmth. If you look at any poll or buzz rating, the health of the brand is quite strong; it could be stronger, but it is pretty strong,” he says.
“To be the best marketer, you have to portray the truths of your business. We now need to shout about our food quality more often as we have been trendsetters on everything from pulled pork to fruit and veg.