Burberry Digital Strategy
• Angela Ahrendts, Former CEO
Content of Digital Media Plan for
Enchantment Spring 2014 Campaign
1. Background –Digital Advertising
2. Enchantment Campaign Objectives
3. Audience Analysis and Target
Market
4. Campaign Phases
5. Cost Breakdown
Background - Digital Advertising is
Growing
Target Online Magazine Audience
Primary Target Group
Females age 18-34
• According to PMB, Canadian Females age 18-24 are 33% more
likely than the average Canadian to spend $100 on perfume
for themselves in the past 12 months.
• According to PMB Canadian Females age 25-34 are 23%
more likely than the average Canadian to spend $100 on
perfume for themselves in the past 12 months.
• 22.4% of Canadian women purchasing perfume for
themselves in the past 12 months were between the ages of
18-24 and 32.4% of Canadian women purchasing perfume for
themselves in the past 12 months were between the ages of
25-34.
(Source: PMB Fall 2013)
Primary Target Females Age 18-34
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Early adopters of new fashion or trends
Pay premium
Appreciation of Luxury brands
Active on social media
Generation Y – interactive and creative
Heavy consumption of mobile and online
Secondary Target Males Age 18-34
• Males who would purchase perfume as a gift for
their female counterparts.
• Generation Y
• Awareness of value of Luxury brands
• Fashion conscious
• Active on social media channels
• Appreciate quality
• Pay premium
• Online
Background - Angela Ahrendt,
Former CEO
Burberry is a global luxury brand whose history
shapes its future. Founded in 1856 the Creative
Director and CEO’s vision is to have a company
that is fully digital end to end. They partnered
with Salesforce to build the vision and give the
customer total access to Burberry across any
device anywhere and get exactly the same
experience and feeling of the brand and culture
regardless of how they were accessing it.
Burberry Enchantment Objectives
• Brand excitement geared toward Generation Y
Those born between 1982 and 1993 consisting
of 80 million consumers and $200 billion in
spending power. They are age 21-32
• Keep traditional ties to the brand and bring it
to a new Generation Y
• Increase awareness in Canada and increase
sales of Enchantment during Spring 2014
campaign.
Audience Analysis -Visitors to
burberry.com
Audience Analysis - Visitors to
burberry.com
Audience Analysis - Upstream Sites for
burberry.com
Audience Analysis - Luxury Retail and
the Always on Shopper
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‘always on browsing’ is pervasive and that brand preference is actually set before shopping.
According to AOL study, 45% of apparel shoppers say they know what brand they’ll buy
before they buy it.
The implication for luxury retailers is that it is key to maintain always on branding, to provide
beautiful digital experiences and to reach the right audience wherever they are.
According to an eMarketer study, digital luxury sales increased 113% from 2010 – 2013.
Success stories range but the message is clear: a robust digital experience across screens is
key to reaching the right audience and driving purchasing behavior – in store or online.
Burberry for an example, with accolades spanning from social brand of the year to highest
digital brand awareness. They have over 16M Facebook likes and have been able to connect
the high-end runway experience to a digital presence.
Burberry’s former CEO, Angela Ahrendts, explains that Burberry’s goal is to be the first
fashion company that is fully digital end-to-end with a seamless experience across all screens.
Video, social media, e-commerce and unique brand experiences that can combine the
exclusivity of luxury with the accessibility of the web will move brands forward in the mind of
consumers.
Always on luxury branding is key for the always-on shopper.
Target – Generation Y Social Media Online
Magazines, Email and Burberry Microsite
Enchantment
• Generation Y enjoys creativity and expressing itself, which is
why user generated content sites motivate and infatuate this
demographic. They are found by interacting on social media.
They also will be targeted with popular email sites such as
Gmail and online fashion magazines.
• Will be targeted with IMC campaign on all Burberry social
media channels including Facebook, Twitter, Pinterest,
Instagram, Tumblr etc. Costs will be associated with
production of creative and posting to sites.
• Enchantment will have its own microsite
burberryenchantment.com with 30 Days of Beauty campaign
where by users can generate content about their favorite
moments of Spring inspired by the new perfume.
Meet Alison
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Age 23
University Graduate
Started new job as Event Planner
Has an event blog on tumblr.com
Follows Burberry and other luxury
fashion brands online and shares
favourite links with friends via Facebook,
Twitter, Instagram
Fashion conscious
Pays premium
Likes luxury brands
Has boyfriend who will buy her perfume
for special occasions
On- the-go
Connects with friends and family via
social media and email
Reads online fashion magazines
Primary email is Gmail
Has iPhone, MacBook, iPad and will buy
the latest gadgets to stay on top of
trends
Media Plan Brief
Launch
April 1, 2014
• microsite
burberryenchantment.com
Primary market
• Females 18 -34 English and French Canada
1,518,000 Online (comscore media metrix)
3 Flights:
• Microsite + social media
• Pre Summer Break
• Spring Fashion Collection
Overall Budget
April 1– April 30 2014
May 1 – May 23, 2014
May 24– June 24, 2014
$450,000
Phase 1 Strategy and Tactics
• April 1– April 30 2014 Launch
• Create awareness and buzz around the new
perfume
• Use famous British models in creative
• Burberryenchantment.com microsite engage
with social media to promote the new
Enchantment perfume.
Phase 2 Strategy and Tactics
• May 1 – May 23, 2014
• Continue with buzz around social media and
introduce a contest for the best photos uploaded
to burberryenchantment.com using Burberry
existing social media such as Instagram,
Facebook, Pinterest to promote.
• Trip for 2 to Britain with makeover at flagship
store
• Create excitement and involvement with Gen Y
“fashionistas” through social media and email
campaigns along with SEM
Phase 3 Strategy and Tactics
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May 24– June 24, 2014
Spring Fashion Collection is released
Live Stream fashion show on microsites
Promote Spring Fashion line along with new
spring perfume in IMC campaign – theme of
Enchantment – Much Music, Huffington Post
• Online Fashion magazines – Vogue, Teen
Vogue, Stylist, Flare
Comscore Dashboard Dec 2013
Sources
• http://www.marketingprofs.com/articles/2012/8209/fiveways-to-market-to-gen-y
• http://www.alexa.com/siteinfo/burberry.com
• Secrets of Advertising to Gen Y consumers/Aiden Livingston,
Self Counsel Press Ltd, 2010
Video: Burberry’s Social Enterprise Story
http://advertising.aol.com/blog/luxury-retail-and-alwaysshopper#sthash.rYq09zky.dpuf
• Comscore December 2013
• PMB Spring 2013