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Snap Burberry

Burberry ups Snapchat investment with landmark London Fashion Week campaign

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By Jennifer Faull | Deputy Editor

September 18, 2015 | 2 min read

Burberry will debut its latest collection on Snapchat a day before it hits the runway at London Fashion Week.

It’s the fashion house’s most substantial campaign on the fledgling platform to date having reaped the rewards of early investment this year.

The brand’s chief financial officer Carol Fairweather previously revealed that its use of Snapchat to promote a menswear show generated “the best we’d ever had in terms of digital engagement” and delivered over 100 million impressions.

For London Fashion Week, Burberry will broadcast behind-the-scenes content to its Snapchat followers on Sunday, before the show on Monday.

Snapchat will also curate a Live Show of Burberry with crowd-sourced footage, from backstage to the front row.

The entire show will then disappear after 24 hours.

Burberry chief executive Christopher Bailey said: “We are excited to be working with Snapchat to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show which will include an unprecedented collection premiere hours before it hits the runway.”

It's not revealed yet the correlation between its new focus on social apps and increase in sales. But, Burberry said a strong offering has led to mobile accounting for 40 per cent of visits to its sites and more sales in total from smaller screens in the second quarter than it did in the whole of the festive quarter last year.

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