Burberry yesterday showed that they really take their social media presence seriously and exploited it like any major brand should. You may already know that it is London Fashion Week, so many fashion houses have upped their game. Burberry streamed live their spring/summer 2012 collection on their own website, while following up with ‘tweeting’ about what each model was wearing.
The company told the Financial Times that over 60% of its marketing budget is now devoted to digital media, more than three times the national average. They have reduced spending on traditional print advertising, which previously topped the list. On average, digital makes up 15-20% of media spending globally. The fashion industry is moving away from the classic magazines in order to interact with consumers worldwide and increase presence. Along with showcasing their new range, Burberry are offering their 8 million Facebook followers the chance to receive an expensively packaged sample of new scent through the post - click here to see this. Over 250,000 people have already signed up – the majority giving permission to their contact details in order for them to remain on the company’s database. A pretty efficient way to increase their database...
This digital publicity stunt has increased Burberry’s fans by 500,000 in a week, which is quite impressive if you ask me! They haven’t completely moved away from the classic traditional media. They have spent millions on a new advert for the new fragrance, which will be broadcast in Asia, Europe and US over the next few weeks. However, to stay in line with their digital focus they plan to broadcast it on their YouTube channel first. They are paying an undisclosed amount to YouTube to ‘takeover’ the YouTube homepage in 13 countries including Russia & India, which it estimates will be seen by 60 million viewers.
Have a look at the some of the screenshots I took yesterday – did you watch it, let us know your thoughts? If you missed it you can still watch it on their website!