Burberry Digital Strategy

• Angela Ahrendts, Former CEO

Content of Digital Media Plan for Enchantment Spring 2014 Campaign

1. Background –Digital Advertising2. Enchantment Campaign Objectives3. Audience Analysis and Target

Market4. Campaign Phases 5. Cost Breakdown

Background - Digital Advertising is Growing

Target Online Magazine Audience

Primary Target GroupFemales 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

• 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

• ‘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• 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 BriefLaunch April 1, 2014• microsite burberryenchantment.comPrimary market • Females 18 -34 English and French Canada

1,518,000 Online (comscore media metrix)3 Flights:• Microsite + social media April 1– April 30 2014 • Pre Summer Break May 1 – May 23, 2014• Spring Fashion Collection May 24– June 24, 2014

Overall Budget $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

• 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/five-ways-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, 2010Video: Burberry’s Social Enterprise Story http://advertising.aol.com/blog/luxury-retail-and-always-shopper#sthash.rYq09zky.dpuf

• Comscore December 2013• PMB Spring 2013