Beauty
Berlin Fashion Week
Burberry
Fragrance
BURBERRY BODY - THE NEW FRAGRANCE FOR WOMEN
Thursday, September 01, 2011 |
| http://uk.burberry.com/ Burberry Body, launches on September 1st xoxo |
Burberry, famed for its digital marketing, chose to use Facebook and You Tube as the platform to promote the global launch of their latest fragrance, Burberry Body.
The luxury fashion house is certainly a trendsetter in digital marketing. Since 2009 they have streamed all fashion shows online, also the first to stream in 3D. Burberry additionally developed a new selling platform for haute couture, allowing customers to place orders online with a delivery time of six to eight weeks, in comparison to other competitors whose typical delivery is up to six months!
The Facebook campaign saw Burberry allowing some eight million Facebook fans the opportunity to receive a sample of the new fragrance direct to their door. Over 250,000 fans worldwide requested to receive the hotly anticipated Burberry Body, many then tweeting their delight of its arrival.
The Burberry Body fragrance has a fruity composition that begins with notes of fresh green absinthe, peach and freesia. Roses and Iris are in the heart of this scent with sandalwood, musk, amber and vanilla as base notes!
Burberry’s strategic, digital planning is admirable because although the company have embraced the new media and found a deeper engagement with their customers through social networking, the company hasn’t neglected the traditional media through the creation of their first television advert to be broadcast in Asia, Europe and the US. However in an original twist, Burberry is using its digital media platform, to first air the advert on the Burberry You Tube channel.
The Burberry Body Campaign, shown below, is directed by Christopher Bailey and features British model and actress Rosie Huntington-Whiteley, it is shot by the phenomenal photographer, Mario Testino, in London. Today it will be featured on the You Tube homepage in countries all over the world, including Russia, India, and Hong Kong, roughly estimating that the views will reach sixty million!
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