British fashion stalwart Burberry has turned to what is fast becoming its favourite marketing channel, Snapchat, to share in real-time the making of its spring 2016 ad campaign.
As famed photographer Mario Testino shoots the campaign today (22 October), the fashion house will share images and videos exclusively with its burgeoning fan base on the platform. The activity started at noon and will disappear after 24 hours.
Over the past year, Burberry has focused its marketing efforts heavily on gaining traction on the platform. For London Fashion Week last month Burberry showcased the whole spring/summer 2016 collection to fans on Snapchat a day early.
Weeks later, as chief financial officer Carol Fairweather reported disappointing sales and announced that it would have to claw back £20m in cost savings to compensate for losses, she applauded the ‘Snapchat’ effect.
In fact, so convinced is Fairweather that their experimental efforts are opening it up to an untapped millennial audience that marketing spend won’t be impacted by the cost cutting drive.
Burberry has released little evidence of its impact though. Like many marketers choosing to invest in the platform, effective measurement remains a challenge.
In the past it has cited only softer metrics around engagement and reach rather than linking to direct sales. For a fashion show in LA earlier this year it beamed content out for the first time to its then fledgling audience and claimed to achieve 100 million impressions.