Luxury fashion brand Burberry has increased its spending on digital marketing to 60% of its total marketing budget, three times the amount spent by the average company.
The brand will spend more on digital initiatives, such as Facebook and YouTube campaigns, than on advertising in glossy magazines.
The move comes following a successful start to a Facebook campaign for the new Burberry Body fragrance.
Fans of the company’s page have been offered a free sample of the new perfume in exchange for permitting the application to access their Facebook data.
So far, over 250,000 of the eight million Facebook users that ‘like’ the page have signed up to receive the offer. In the past week the number of ‘likes’s for the Burberry page has increased by 500,000.
Today users of another social media platform, YouTube, will have noticed that the brand has ‘taken over’ the home page.
In 13 countries, including Russia, India and the UK, an advert for Burberry Body featuring actress Rosie Huntington-Whiteley is automatically played upon entry to the page. The company expects that up to 60 million people will view the advertisement as a result of this digital marketing strategy.
The advert will also be screened on television, a first for the company.