burberry final adv 420
TRANSCRIPT
BURBERRY LO
NDON
EL E
NA
HE
RR
ER
I AS
BACKGROUND
• Luxury fashion brand• Est. 1856, Basingstoke, UK• Signature tartan plain lining on items• One of the most counterfeited high-end
brands
IDEA
• Attract & involve new target market
• Show people that high-quality is worth it
• Use campaign to show appreciation to inspiration of the signature Burberry London look.
CAMPAIGN
• World-wide campaign
• Opportunity to be models for the next line
• Will give the opportunity for new target market
• Show appreciation to all of the workers that inspire Burberry’s classic, professional look
• The goal of this campaign is to increase each social media outlet’s following by 10%
SOCIAL MEDIA
SOCIAL MEDIA PLAN
FA C E B O O K
• Act as landing page for campaign
• Medium for sharing blogs, instagram posts, and YouTube videos to remind participants and viewers about
T W I T T E R
• Act as quick and simple updates during campaign
• Can share Instagram, blog, and YouTube links
SOCIAL MEDIA PLAN
I N S T A G R A M & Y O U T U B E
• Instagram would show clips of YouTube videos and contestants
• Include new arrivals and garments mixed in
• YouTube will show detailed videos of contestants and tips on popular products and their use
B L O G
• Main source of information for campaign
• Embedded in site
• Shows detailed updates on contestants and new arrivals
INTERNET MARKETING
• Banner ads
• Google Adwords
• Pay Per Click Ads
• Paid social media promotion
KPI/BUDGET
TOTAL BUDGET: $660,000
• Agency Costs
• Ad Design
• Photography
• Video Production
• Promotion
QUESTIONS?