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.

Recommended

/e/n/j/Type.jpg

Written word speaks volumes for the brand

Maeve Hosea

New research suggests that ’likes’ and clicking links online are not enough to ensure long-term sales. Brands need to get people typing comments and more involved with content if they are to turn them into customers. The consumers who most actively use branded social media content are the ones most likely to maintain a relationship […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now