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.