Recommended
Recommended
More Related Content
What's hot
What's hot (9)
Similar to Adv420 Final Presentation: BURBERRY
Similar to Adv420 Final Presentation: BURBERRY (20)
Recently uploaded
Recently uploaded (20)
Adv420 Final Presentation: BURBERRY
- 2. image • Iconic since 1856 • British luxury brand • Classic checked pattern • Outerwear, accessories, cosmetics
- 3. Creative Campaigns • Digital Leadership • The Art of the Trench • Burberry Kiss
- 4. App & Big Idea • Check(ed) Mate • interactive game of chess • Invite and play with other users • Virtual board will be plaid • Piece will be clothing items
- 5. Target Audience • Young professionals • The new generation • While maintaining
- 6. KPI - Metrics • Site engagement • Number of games played • Number of new downloads • Click through rate • Total time spent on app
- 7. Budget • $10 million/month • Social media: $4 million/month • Email: $0.4 million/month • Mobile app: $1 million/month • Content: $0.6 million/month • PPC: $4 million/month
- 8. Social Media • Ads on • Facebook • Instagram • Twitter • Style • Artistic • Simple • Sophisticated
- 9. Online & Inbound Marketing • Pay per click ads • Mass email to subscribers • App downloads
- 10. Next level Growth Engagement Interactive Awareness
Editor's Notes
- Burberry was established by Thomas Burberry in 1856, it is an iconic British luxury fashion brand that is headquartered in London England. It’s known for it’s classic looks – especially the plaid that I’m sure you recognize as well as their outerwear, accessory and cosmetic pieces.
- Known for their digital leadership, they have successful launched several creative campaigns that gave me a bit of inspiration Two of my favorites that I’ve researched are -Art of the trench where people from all over the world could post photos of themselves wearing their own trench coats and have it on the burberry website -Burberry kiss was a campaign to promote Burberry beauty products where users could send a virtual kiss to anyone in the world with their actual lip print. Just choose a lipstick color and off it goes!
- My big idea is an update for the Burberry mobile app: games. Check(ed) Mate would be an interactive game of chess on the Burberry app that allows you to invite and play with other app users. The virtual board will be the classic Burberry plaid pattern and the pieces to play with will be small Burberry clothing items, accessories and beauty products. The whole idea is to increase Burberry engagement and increase app downloads.
- The target audience for this app update campaign will be young professionals, up and coming Burberry customers. “The younger generation” while also still appealing to the current middle aged luxury customers.
- The main indicator that will determine if this campaign is successful will be from site engagement. The number of games played on the app will be tracked, the number of new app downloads since the chess game came out. The click through rate on the website from redirection from the app as well as total time spent on the app by a user.
- Since over 60% of Burberry’s marketing budget is spent on digital media, I have decided that $10 million/month will be the budget for the campaign. Social media $4 million/month, email $0.4 million/month, mobile app $1 million/month, content $0.6 million/month and PPC $4 million/month.
- The Burberry app already exists, so the strategy is all about interaction, getting people involved to increase engagement and also awareness. The game will be advertised on all of their existing social media platforms, specifically Facebook, Instagram and Twitter. The posts will follow the track that Burberry is already on: beautiful, simple, artistic ads highlighting the sophistication of the game of chess.
- The online ads will be pay per click. For inbound, content marketing will happen through a mass email that will be sent out to all of the email subscribers to inform them of the update and to download if they have not already.
- Burberry is already such a well known brand, millions of people love it and are extremely loyal to it. This idea of a chess game added to the Burberry app will allow take Burberry to the next level, it will allow people to become more interactive with not only the brand, but other people who also love Burberry. It will encourage others to invite friends from all over the world to play with them and draw more people to the app. The update appeals to a younger generation as playing mobile games is a common way to pass time, but it also appeals to any generation and the common luxury customer as chess is a sophisticated game. It spreads awareness to those who may not already be followers or customers of the Burberry brand because in order to play the game, the app will have to be downloaded and inviting people to play will encourage this. This will also grow the brand because while playing the game, the app is being used are are which means people are more likely to click through and explore the app as well, even shopping and eventually purchasing something.