In 2014 Burberryused the youngest Beckham, Romeo starred in Burberrys first Christmas campaignin a 4-minute video. The video tells the tale of a young couple falling in love all inBurberrys trademark trench coat. In the advertisement itshows the outerwear, the way they started. The video has 10,547,867 views with 21,195likes and 1,157 dislikes which shows that this has been a successful campaign. The Guardian have stated that “Sales of Burberrycoats, bags and fashion climbed 14% to just over £600m in the three months tothe end of December.” Choosing Romeo Beckham as the celebrity endorsement endedwith a positive outcome for Burberry’s sales. Sharkey L.I.
N.D.A (2014) says “Thedimple-cheeked son of David and Victoria Beckham stars in the campaign” alsoMann A.N.D.R.E.A (2014) “says and it stars the young and impossibly cute RomeoBeckham.
” Most news articles I have seen form this campaign mention how cute hewas or how he is the son of The Beckham’s but then after it comes to talk aboutthe campaign itself you lose a bit of focus by the previous part. It wouldbetter to have more information on the campaign as I feel like it is taking awaythe focus from Burberry itself but essentially people are going to buy productsbecause he is young and adorable. Social mediaallows you to get to know your target consumer and your potential target market.N/a (2017) reveals Burberry’s marketing budget “Over 60% of their marketingbudget is now spent on digital media”Burberry hasembraced social media.
They are now one of the main luxury brands that keep a regularupdate on their social media and integrates it effortlessly. They reinventedthe brand and their social media was their key promotional strategy. Burberryhave a following of 17,324,100 with Gucci and have around 16,000,000 on Facebookwith Prada’s likes being shockingly low with only 6,327,202 likes. Burberryused snapchat to deliver exclusive content such as behind the scenes events totheir “tech savvy” consumers. In previous years,you had to for the big reveal on the runway for the new collection and thengone afterwards to put in an order.
Campaign images have been already released ofthe collection on social media platforms before showing it on the runway. Burberry’sin 2016 was one of the first luxury fashion brands that allowed you to livestream from Facebook which then you were able to buy the new collection youwere seeing straight away which was called “see now buy now”. Burberry havefull committed too to the “see now buy now” due to six months after that thecompany was reported boots in revenue of 19 percent which roughly estimates to £1.27billion pound. Brannigan, M.a.u.r.a (2017) tells us how Burberry did after the “seenow buy now” “February 2017 showgenerated “record online reach andengagement, with foot traffic to Makers House””