Burberry dedicates 60% of marketing spend to digital

Burberry has switched the focus of its marketing away from glossy print advertising in favour of digital investment.

Burberry

The luxury fashion brand is promoting the launch of its fragrance Burberry Body through Facebook, instead of glossy fashion magazines for the first time, according to the Financial Times.

The brand now spends 60% of its marketing budget on digital channels such as Facebook, which is more than three times the average investment.

The Facebook promotion offers fans of the brand a free sample of the scent, which will be sent to their home address, in return for allowing the brand’s application access to their data on Facebook.

Burberry is also planning to launch its first TV ad campaign to support the launch of the fragrance. The TV ad will air in the US, Europe and Asia later this month.

The ad will break first on Burberry’s YouTube channel as part of a takeover of the online video sharing network.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here