When it comes to innovative content marketing you can not get around the brand Burberry.

More than 60% of the marketing budget of Burberry are spent on digital channels. But above all, Burberry has managed to put their customers at the center of the brand experience and perfectly weave online and offline world together. They  also understood that for a holistic concept content and form belong together. Burberry has managed to consistently build a seamless focused authentic brand experience for fans and potential customers. Although not everyone can afford a trench coat, everyone knows that it's an icon.

With a simple tool like "Art of the Trench" Burberry used the full potential of user-generated content and created for true brand fans a creative playground. In the first 6 months after its launch in November 2009, the site had 7 million visitors. With the knowledge that the best content does not work without perfect execution Burberry utilize famous fashion photographers like Scott Schuman "The Sartorialist" while invite fans to upload their own pictures.

"Acoustic" was another ingenious trick to emphasize the music expertise of the brand. In short films young rising artists were featured in full Burberry outfits with acoustic versions of their songs. Many of the videos have now reached more than 100,000 views and were published on various blogs. Burberry has understood that they are more than a fashion brand but define a certain lifestyle and generate emotions.

More content ideas as the "Tweetwalk", where the latest collection was first revealed on Twitter before it came out on the runway, or "Kisses", a collaboration with Google to feature the new cosmetic line, show how much the customer is at the heart of the brand. But Burberry's brand experience does not end in the digital channels but online and offline are seamlessly interwoven. The store itself is the place of experience.

We had realized that we had created a lot of platforms that only exist online so we decided we had to bring these to life. Our approach to the store was to make a bridge between the online and offline experience. Today I think we’re less concerned about where we actually shop, and more concerned about the experience we have while we’re shopping.
— Bailey, Interview GQ

Digital chips in the products transform mirrors in the store to digital screens with a wide variety of digital content such as short films about the manufacture, special details or individual configurations.

But also the in-house coffee "Thomas's" named after the owner of the company Thomas Burberry invites to linger in the brand experience and to take advantage of the gift department with personalization service.

An understanding of a brand which leaves out of the classical assumption of a linear user behavior and the pure commercial product sales to a brand experience where the customer is the focus.

Even more impressive is that Burberry has no blog and less one on one interaction with their customers. And some would say that the examples above are no classical content. But Content is not about running a blog and producing content assets. It's about focusing on one content niche. And Burberry is playing the aspect of exclusivity really good.

Source, picture above: art partner
photo by: Mario Testino