Mulberry is fully embracing the millennial spirit this holiday season with their latest festive memes, following the success of their interactive light-based installation at their Regent Street flagship store last year. The British fashion brand is tapping into the experience-led, digital generation by releasing a series of humorous short vignettes on Youtube. These memes capture the universal moments of the festive season, such as gift exchanges and pre-Christmas snooping.
Directed by Bunny Kinney, these memes feature British models Sam Rollinson, Lily McMenamy, musician Alewya Demmisse, and highlight some of Mulberry’s gift collection for both men and women, including the newly-released Hampstead bag.
The meme format is popular among online-savvy consumers who love sharing creative experiences with their followers. This audience is vital for Mulberry, as the brand’s digital business is growing, with online sales making up about 15% of total sales.
To further connect with this demographic, Mulberry has launched the #MulberryLights campaign, celebrating a modern British Christmas with light, color, shapes, and people coming together. The brand hosted an immersive light installation, drinks, and music performances at their Regent Street store as part of the campaign. Visitors were also invited to participate in a competition by sharing photos of the store windows on social media for a chance to win items from Mulberry’s gift collection.
In addition to the campaign, a gift vending machine will tour Mulberry’s stores in London, Leeds, Manchester, and Edinburgh until December 2nd. This interactive and festive marketing approach showcases Mulberry’s dedication to engaging with the digital generation and creating immersive experiences for their customers.
For more information on Mulberry’s festive memes and #MulberryLights campaign, visit their website here and follow them on social media channels.
