Burberry has revealed that it spends over 60% of its marketing budget to digital media: three times more than the market average.
The fashion brand told the Financial Times that it has reduced its spending on traditional print advertising, instead building its online presence through social media.
Burberry’s latest Facebook campaign offers followers the chance to receive a packaged sample of its new scent through the post, with more than 250,000 people signing up already. The Burberry Facebook page had 8,081,318 ‘likes’ at time of writing.
A spokesperson told FT that the Facebook campaign was not a cheaper option than print, but allowed the company to engage more deeply with consumers.
It has also been reported that Burberry is launching a TV advert for its new scent, which will be broadcast on YouTube first. On the day of the launch, Burberry is paying an undisclosed sum to ‘take over’ the YouTube homepage in 13 countries.