Digital Marketing Strategy Created by: Marie Silvio
Aug 08, 2015
Digital Marketing Strategy Created by: Marie Silvio
Background• British Luxury Fashion house famous for its distinctive tartan
• Founded in 1856 in England, focused on outdoor attire
• Known for their trench coat
• Granted Royal Warrants in the UK
• 2,329.8 million pounds in revenue in 2014
Target Market• Broad appeal, across continents
• Men and Women
• Aged from 25 to 35
• High spending individuals who are fashion and brand conscious
• We’re planning on targeting upper class, American women
Digital Marketing Campaign
• By partnering with fashion bloggers with high American followers, our brand will reach the young, female consumer.
• While our brand is already in their mind, we’ll clinch their sale using Google AdWords with selective keywords.
Partnering with Fashion Bloggers
Bloggers, Meet Burberry
• Who: Fashion and lifestyle bloggers
• What: By giving them free merchandise, and the chance to market themselves to existing burberry customers, they’ll post content with our brand
• Where: Bloggers that have the most followers from the United States
• When: Over an extended period of time so our brand is consistently seen across platforms while not being bombarded
Google Adwords
• To generate more traffic to us.burberry.com
• Keywords: burberry, trench, tartan, plaid, dresses, accessories
Budget
• Considering Burberry’s revenue, the cost of our campaign will be minimal. Especially because of how low the cost of Google AdWords and social media is
• AdWord Campaign
• 250,000 pounds
• Merchandise for Bloggers
• 50,000 pounds
Cam
paig
n G
oals
• Growing the brand in the US to a predominantly young, successful female audience
• Using digital marketing techniques to increase traffic to our site
In Summation
• By meeting our clients at a place they go to find fashion advice, we’re forming a connection with our brand.
• Seeing our fashions on their favorite blogs and their social media will plant the seed. Google AdWords will complete the sale.