Question

what did fashion brand burberry do to revolutionize how marketers use social media?

• ran a massive facebook campaign to advertise their brand to fans
• developed a highly successful public relations campaign that used social media to share their messages
• invited their fans to share photos of their trench coat
• began working with a famous influencer to take over their instagram feed

Explanation:

🆕 New Concept Discovered: User-Generated Content (UGC) Marketing
Using customer photos to build brand community

Step 1: Identify the historical campaign

In 2009, under the leadership of CEO Angela Ahrendts and Chief Creative Officer Christopher Bailey, Burberry launched a groundbreaking social media platform called "The Art of the Trench."

Step 2: Analyze the campaign's mechanism

Instead of relying solely on traditional, high-fashion model photography, Burberry invited everyday fans and customers to upload photos of themselves wearing their iconic Burberry trench coats. Other users could then like, comment on, and share these images.

Step 3: Match with the options

This initiative was one of the earliest and most successful examples of large-scale user-generated content (UGC) in the luxury fashion industry, shifting control from the brand to the consumer community. This matches the option: "Invited their fans to share photos of their trench coat".

Answer:

Invited their fans to share photos of their trench coat