Burberry spends big advertising online

A good sign for online, a bad sign for print, but the real decisions won’t be made till the day that Facebook decides it’s going to charge big business for the right to run such campaigns. On that day the value of all those Facebook fan figures will be redefined, and Facebook will be the winner.

The luxury fashion brand Burberry has spurned glossy magazine adverts in favour of a Facebook campaign to promote the global launch of its latest fragrance, Burberry Body.

The company has told the Financial Times that over 60 per cent of its annual marketing budget is now devoted to digital media – more than three times the market average.

Over the past week, Burberry has been offering its 8m Facebook followers the chance to receive an expensively packaged sample of its new scent through the post… Over 250,000 people worldwide have already signed up, with the majority giving permission for their contact details to remain on Burberry’s database.

Via The FT.

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He was 5 when his teacher wrote on his report card “Daniel can’t sit still.” Taking it as a compliment, he’s been on the go ever since. Having flown over 590,000 kilometres in a single year (2012), he’s done much to push the boundaries of a fashioniser, always looking to fold one extra Tom Ford suit into his set of Samsonite cases and for one extra occasion to tie a tie for. As much an editor-at-large as he is Fashionising.com’s Editor-in-chief, when he's not travelling to all the fashion weeks his passports will allow him to, Daniel works on guiding this publication’s editorial and trend views. He is one of Fashionising.com’s co-founders.

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